Jaime Salas

Head of Advocacy for Proximo Spirits

Jaime Salas is the Head of Advocacy for Proximo Spirits’ agave portfolio in the U.S., which includes the world’s best-selling tequila, Jose Cuervo, the most-awarded tequila in the world, 1800 Tequila, and Mexico’s #1 tequila, Gran Centenario. His portfolio also includes Maestro Dobel Tequila, Reserva de la Familia by Jose Cuervo, Gran Coramino, 400 Conejos Mezcal and Creyente Mezcal. He is responsible for educating consumers, bartenders, and distributors on the cultural significance of tequila and the impact the spirit has on the land and people of Mexico.
A California native, Jaime grew up splitting his time between San Francisco and the Mexican state of Jalisco, where he first nurtured his understanding of the cultural significance of tequila, for the people of Mexico and those who enjoy the spirit around the world. Jaime is an avid tequila and mezcal connoisseur with over 25 years of professional experience. Over the years, he has developed a profoundly personal relationship with the spirit that started with Mexican culture and family, and quickly evolved into a deep layer of expertise that has benefitted him as a spirits professional. Now, Jaime educates others on the deep cultural significance of agave distillates, while enjoying the spirit himself – he is the proud owner of nearly 400 bottles of tequila, mezcal, raicilla among others, all part of his personal collection.
Jaime joins Proximo Spirits as a seasoned agave distillates expert. He holds a Certificado de Catador Entrenado, given by world renowned Master Tequilera Ana Maria Romero. He also holds a Tequila Expert & Taster certification, given by Academia Mexicana de Vino, Tequila y Mezcal S.A., as well as a Master Mezcalier accreditation given by Comercam, the government entity in Mexico that regulates mezcal production and certification. His category and mixology expertise has been featured at some of the country’s most prominent events, as well as in a range of national print, online and broadcast media such as Cosmopolitan, The Daily Meal, Eater, Haute Living, InStyle, NBC Miami and Refinery29 among others.