USA. Proximo Spirits has teamed up with DFS for a high-profile campaign featuring Maestro Dobel tequila.at New York JFK International Airport
Launched on 19 May in Terminal 4, the ‘Smoothness Mastered’ campaign features a visually impactful floating bottle wall, developed in collaboration with visual merchandising specialists Levita.
Known for its innovative levitation technology, Levita has introduced an eye-catching element to the activation by creating the illusion of bottles floating in window displays.
The fixture is strategically designed in two parts. The top section highlights the floating display technology, while the lower portion serves as a merchandising platform for the brand’s latest travel retail offerings.
These include Diamante Reposado, Diamante Cristalino and Diamante Blanco.
Building on its successful sports marketing strategy, Maestro Dobel Tequila is renewing its sponsorship of the US Open as the tournament’s official tequila for 2025.
This partnership allows the brand to elevate its presence by merging tennis and tequila culture, offering its signature Dobel Tequila Ace Paloma at lounges and roaming carts.
Throughout August, Maestro Dobel Tequila will activate an interactive experience on the US Open concourse outside Terminal 4, giving travellers the chance to participate in giveaways and receive specially designed US Open-themed GWPs.
Proximo Spirits Head of GTR Roy Summers said: “Since Maestro Dobel Tequila became the official tequila sponsor for the US Open in 2023, it has been a very successful partnership in both domestic and duty-free markets.
“This year looks to be even stronger with the launch of our activation and eye-catching wall bay at JFK. The Levita magic technology is captivating and is sure to wow travellers, elevating the Maestro Dobel Tequila range in association with this top-tier sporting event.”
Levita Project Manager Stéphanie Hourlay added: “We’re proud to debut Levita’s innovative technology in a US travel retail environment for the first time. Partnering with Dobel to bring this innovation to life sets a new standard for how luxury spirits can be presented – blending cutting-edge technology with exceptional brand storytelling.
“Together, we’ve created an elevated, eye-catching display that truly redefines premium retail visibility. Dobel’s commitment to craftsmanship and luxury aligns perfectly with Levita’s vision of revolutionising product presentation. This collaboration represents a shared pursuit of excellence and innovation.” ✈
