Proximo Spirits Uses Offsite Ads to Accelerate E-Commerce Sales Growth

Meet Proximo

Proximo is a premium spirits company and one of the world's largest tequila producers. It's also the force behind some of the most iconic names in the industry, including 1800 Tequila and José Cuervo – an 11th-generation brand that's over 250 years old. 

Built on a foundation of innovation — its name is Spanish for "what's next" — Proximo isn't just keeping up with the times; it's actively shaping them. From redefining what premium tequila looks like to pioneering modern brand activations, Proximo is committed to pushing boundaries and delivering rewarding experiences for today's consumers.

A new blueprint for category growth  

Facing regulatory restrictions and limited digital options, alcohol e-commerce has traditionally lagged behind other verticals. But Proximo saw this gap as an opening, not a challenge.

With ambitions of becoming the fastest-growing premium spirits company in the world, Proximo came to DoorDash — the fastest-growing alcohol transaction platform — to create a strategic lever for performance and scale. 

In the search for consistent, cost-effective opportunities to acquire consumers, they partnered with DoorDash to develop a custom approach and create media opportunities that were previously unavailable to them.

"At the heart of why we disproportionately focus on DoorDash is its growth and engagement with a massive consumer audience. We see tons of opportunities to engage with that audience while they're in consideration or purchase mode."

—Max Leonesio, Proximo Senior Director of eCommerce

Offsite Ads deliver full-funnel activation

Proximo saw DoorDash offering new ways to connect with customers on the platform, and leveraged on-site Sponsored Products to convert high-intent, hyper-local search traffic. But with DoorDash’s Offsite Ads, they were also able to capture attention from consumers browsing off-platform — driving them directly to DoorDash for purchase. By reaching consumers across channels like Google and Meta, Proximo transformed passive interest into actionable demand.

They were the first to test Google Shopping and also piloted Meta campaigns through our Symbiosis partnership during their most recent holiday push.

Their primary goal was to drive awareness and sales for 1800 Tequila, but they also tested across several other brands — and the results have been impressive.

This offsite approach enabled Proximo to seamlessly shift from awareness to conversion in real time. For example, Proximo can post videos from celebrity promotions on Meta, and then retarget those viewers with a product carousel ad that drives them to DoorDash to check out. 

"We get the ability to convert a customer almost immediately. It's much more efficient than just generic targeting on Meta because we can zero in on where we're strongest, where we're best distributed, or on consumers who have shown us that they're ready to purchase. Those are massive opportunities within the day-to-day purchase occasion."

—Max Leonesio, Proximo Senior Director of eCommerce

What’s more, because Offsite Ads integrate with Proximo’s existing social and programmatic budgets, they deliver more value for each marketing dollar spent.

Top-shelf results 

In just a year and a half of partnership with DoorDash, Proximo evolved from using only Sponsored Products to investing across the full suite of in-app ad solutions — including Sponsored Brands and Banners — as well as becoming the first mover in all Offsite Ad products.

Their campaigns have outperformed awareness media benchmarks by 20%, reaching 25 million unique consumers, and they’ve achieved a nearly 97% reduction in cost per acquisition (CPA).

Thanks to Proximo’s creative approach and offsite reach, they’ve driven over 60% new-to-brand sales and achieved 10x impression volume through Offsite Ads.

The collaboration continues

What made the difference wasn't just the creative or the tech – it was the partnership. DoorDash provided rich data access, flexible formats, and dedicated support. This mutual trust and attention enabled faster testing, smarter investment decisions, and ultimately, stronger results.

"It's the collaboration that deserves the credit. Our team doesn't always get this kind of time and attention from partners, but the DoorDash team has been willing to lean in – and that makes us want to lean in, too." 

—Max Leonesio, Proximo Senior Director of eCommerce