The newly formed Proximo Spirits UK has set out its plan to build on Jose Cuervo’s dominance of the UK tequila market, dismissing suggestions the brand’s transition from Diageo will dent sales.

DI understands Diageo has actively tried to expand its tequila operation, with an offer made to Centinela tequila and interest shown in the Orendaine family-owned Don Roberto distillery.

The tequila industry's agave crisis, which has seen prices rocket 500% in two years due to a shortage of supply, is likely to continue for another five years, according to Jesús Hernández, master distiller of Olmeca.

Pernod Ricard is working on the release of an Anejo variant of its Olmeca Altos tequila.