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Podcast: Soul & Science: Fast Forward Your Marketing Mind
Episode: #18: Proximo Spirits CMO Lander Otegui | Marketing Mixology & the Metaverse
Description: As CMO of Proximo Spirits, Lander Otegui markets a host of spirits, including Bushmills Irish Whiskey and Boodles British Gin. But the most renowned brand under Otegui’s watch, legendarily comes from Mexico. Jose Cuervo is the world’s No. 1 tequila, and the first tequila brand on Earth. Now, it’s also the first tequila distillery in the metaverse. It’s one way Cuervo remains relevant with consumers. Sustainability is another. Agave-plant fibers, once discarded at the distillery, now fashion straws and other items, eagerly snapped up online. A native of Mexico City, Otegui was set for life as an engineer...