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The Sexton Brand Guidelines: Proximo’s Irish Single Malt in a Black Hexagonal Bottle, Launched 2017

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Brand Guidelines · Field Guide

The Sexton Brand Guidelines

Proximo’s Irish single malt in a black hexagonal bottle, launched 2017.

FIG 1.0 — BASALT HEXAGONS (ABSTRACT HOMAGE)

FIG 1.1 — DARK-TONED SERIF
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Two constants: a lacquer black, oloroso and bone palette and a dark-toned serif register. Abstract homage — not a product or mark of The Sexton; no label, logo or bottle is reproduced.

Launched
United States2017
Owner
Proximo Spirits (Becle group)
Made
Distilled at Bushmills, County Antrim
Creator
Master blender Alex Thomas
01

A blender’s own malt

From the Bushmills stillhouse to a brand of its own.

The Sexton is an Irish single malt whiskey owned by Proximo Spirits, the American drinks company that launched it in 2017, The Spirits Business reported in January 2025. English Wikipedia describes Proximo as a subsidiary of Becle, the listed Mexican company behind José Cuervo, with headquarters in Jersey City, New Jersey, and says both Proximo and Cuervo are controlled by the Beckmann family.

The whiskey comes from the same place as Bushmills. English Wikipedia records that Diageo’s trade of the Bushmills brand to Proximo was announced in November 2014, and The Whiskey Wash wrote in a March 2026 review that the spirit for The Sexton is distilled in the copper stills at Bushmills, while the brand itself is kept completely separate. IrishCentral reported in February 2018 that the whiskey is distilled in County Antrim and matured in a Sexton barrelhouse on the Old Bushmills Distillery site. The Spirits Business placed it on Northern Ireland’s north coast, near the Giant’s Causeway, and called Bushmills the brand’s stablemate.

The Sexton is closely tied to one person. Alex Thomas created it and released the flagship, The Original, in 2017, according to The Spirits Business and The Whiskey Wash; English Wikipedia’s entry on master blenders lists her as the master blender behind the brand. IrishCentral reported that Thomas began her working life as a stock controller at a timber and builders’ merchant, joined the Old Bushmills Distillery in 2004, where she worked with Colum Egan, and earned a distilling diploma in 2012. The Whiskey Wash reported that she was appointed master blender at Bushmills in 2021, and in January 2025 The Spirits Business described her as master blender of both The Sexton and Bushmills.

The whiskey reached American shelves first. IrishCentral wrote in February 2018 that it had gone on sale in the United States the previous November, and The Spirits Business reported in 2025 that within a year of its launch The Sexton had become the number-one Irish single malt in the US.

02

Colour

A gravedigger’s hat, a black bottle and the Causeway’s basalt.

The name is a job title, not a person or a place, and the brand builds its whole identity on it. A sexton is a church officer whose duties can include looking after the churchyard and ringing the bells, as English Wikipedia notes. IrishCentral traced the word to the Latin sacristanus, a custodian of sacred objects. The company’s website says the whiskey is named “not for a founder or a place, but for a vocation” — keeper of graves, ringer of bells — and tells a story that a sexton crossing your path would stop and tip his hat, granting “another day to live.” It calls the whiskey “The Keeper Of Precious Things.”

The bottle carries that story. Trade reports describe a black hexagonal bottle: The Whiskey Wash called it “distinctive” in January 2025, and The Spirits Business reported that the six-sided shape refers to the basalt columns of the Giant’s Causeway, while its chunky black form is a homage to the 500-litre sherry butts in which the whiskey is matured. The same report said the opaque design keeps the whiskey out of sight until the bottle is opened. The company describes a lacquered black finish that conceals the sherry-coloured liquid “the way it rests in cask,” and says the skull and top hat on the bottle are a nod to “The Sextons of Ireland: the custodians of precious things.” It sums up the idea in a phrase of its own: life in the dark.

The liquid behind the label is consistent across the sources. The company says The Sexton is made from 100% Irish malted barley, triple distilled in copper pot stills and matured in oloroso sherry casks. IrishCentral reported in 2018 that the European oak barrels are air-dried for at least 16 months, toasted and seasoned with oloroso for two years at a bodega in Jerez, in southern Spain. The Original carries no age statement; The Whiskey Wash wrote in 2026 that it is said to be aged for four years.

Copy
Lacquer black
#121110
Copy
Oloroso
#6B3413
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Sherry amber
#A0602A
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Basalt grey
#3A3D40
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Bone
#F2EBDD
03

Typography

Design and documentation.

The seven brands in this group are all whisky names: WhistlePig, Rittenhouse, Hakushu, Mars Shinshu, Slane, Roe & Co and The Sexton. Whisky brands in general sit at many different points in the trade, from family distilleries that still carry a founder’s name to labels that now belong to much larger drinks groups, and a single brand can be sold everywhere from a corner shop to a hotel bar.

A whisky brand’s identity is usually carried less by a single bottle than by a label, a name and the place it promises, because the company behind the name may have changed hands, moved its production or grown far beyond the place where it started. That makes the questions behind each name worth asking plainly: who started it, who owns it now, and where its whisky is actually distilled, matured and bottled.

Each guide separates what independent sources record from what the company says about itself — its founding story, its owners over time, where its whisky is made and how its labels have changed — and marks plainly what rests only on the company’s own word.

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A dark-toned serif for a whiskey that hides its colour in black glass. (Specimen set in Fraunces, a serif STAND-IN; NOT The Sexton logo.)

Dark-toned serif · the registerLacquer black, oloroso and bone · the paletteA black hexagon from the Causeway coast · the signature

04

The Sexton

Two expressions, one black bottle.

In January 2025 The Sexton added The Sexton 11 Year Old, its first expression for global travel retail, The Spirits Business and The Whiskey Wash reported. It was matured in oloroso-seasoned oak casks from the Antonio Paez Lobato family bodega in Jerez, went on sale at Dublin and Cork airports from January 2025, and was due to reach wider travel-retail hubs later that year. The Spirits Business later described it as a second permanent expression, in the same black hexagonal bottle.

The brand has travelled beyond the United States. The Spirits Business reported in January 2025 that it was sold in many countries, naming Poland and Germany as markets that had received it well and listing sales in England, Ireland and France.

Its website was rebuilt in 2026. The new site presents a family of two, The Original and the 11 Year Old, leans on cocktails as well as neat pours, and keeps the vocation story, the black bottle and the skull and top hat at its centre. It does not name the distillery or the master blender, so the trade press remains the place where the link with Bushmills and Alex Thomas is recorded.

The name needs a little care online. “Sexton” is also the title of a church office and, as English Wikipedia notes, another name for a burying beetle; the whiskey’s own site is thesextonwhiskey.com.

For a design guide, The Sexton shows how a single idea — an old parish job, a hat tipped to the living — can be carried by a bottle shape, a colour that hides the liquid and a small set of symbols. Compare Bushmills, the County Antrim stablemate whose stills it shares, and José Cuervo, the tequila house of the same group. For this guide we use lacquer black, oloroso and bone with a serif, an unofficial interpretation; no product or logo is reproduced.

05

Explore & save

Keep The Sexton’s identity on hand — save it to a board in the Made Good inspiration library.

The Sexton identity set

Pin The Sexton lacquer black, oloroso and bone palette and the dark-toned serif register to your own board.

Core Palette
Homage
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Dark-toned serif
The register
Dark-toned serif
Gradient

♡ Save to a board

06

Source & notes

Sources: The Spirits Business (17 and 24 January 2025); The Whiskey Wash (January 2025 and March 2026); IrishCentral (February 2018); English Wikipedia, “Proximo Spirits”, “Old Bushmills Distillery”, “Master blender” and “Sexton”; The Sexton (thesextonwhiskey.com, 2026). No official brand hex is published, so the tones here are an unofficial interpretation, and no product or mark is reproduced.