USA. Proximo Spirits Global Travel Retail (GTR) has unveiled a summer activation for Centenario Tequila Tri-Nation Fútbol Reposado, tapping into the momentum of the FIFA World Cup with travel retail partners across the Americas.
The initiative, which launched in June and runs for eight weeks, is taking place with Duty Free Americas (DFA) at Hartsfield-Jackson Atlanta and Miami international airports, alongside iShoppes at Houston Airport.
The focus is a limited-edition expression inspired by the tournament’s three North American host countries.
Supported by immersive displays, digital engagement, sampling opportunities and gifts with purchase, the activation is designed to place the brand at the centre of the traveller journey during one of the year’s biggest sporting moments.
The activations also incorporate a series of location-specific interactive experiences tailored to each airport.
At Miami International, travellers can take part in a head-to-head football challenge, with winners receiving a Centenario Tequila-branded portable Loud Cup.
Atlanta Airport features a guided tasting bar that encourages product discovery and introduces shoppers to the limited-edition Tri-Nation Fútbol Reposado.
Houston Airport hosts the campaign’s flagship activation, combining retail, sampling and an interactive football game in one space.
Winners are rewarded with a branded Loud Cup, while every purchase includes a mini football-shaped chocolate. The space also features live match screenings, amplifying the energetic, tournament-inspired atmosphere.
Triple-oak ageing pays tribute to the tournament’s host nations
Centenario Tequila Tri-Nation Fútbol Reposado distinguishes itself as the only tequila matured in Mexican, American and Canadian oak barrels, combining the distinct characteristics of the tournament’s three host nations in a single expression.
Produced from 100% Blue Weber agave harvested at peak maturity, the spirit is double distilled before being aged in the three different oak varieties.
The campaign reinforces Proximo Spirits’ strategy of leveraging culturally significant events to deliver premium, experience-led activations in travel retail.
Proximo Spirits Head of Global Travel Retail Roy Summers said: “Few global moments capture the attention and emotion of travellers like Fútbol’s Biggest Summer.
“This campaign gives us an incredible opportunity to connect with consumers who are already immersed in the excitement surrounding the season while travelling through some of the highest-traffic airport locations across the Americas.
“We’re delighted to partner with DFA and iShoppes to showcase our limited-edition Centenario Tequila Tri-Nation Fútbol Reposado, bringing together premium tequila craftsmanship and the excitement of this summer’s fútbol season.”
As the official tequila of the Mexican National Team, Centenario Tequila pays tribute to the nation’s heritage and football tradition through its Tri-Nation Fútbol Reposado and accompanying summer activation programme.
Its football-inspired bottle design incorporates elements representing the three host nations, offering travellers and tequila enthusiasts a distinctive limited-edition collectible.
Bottled at 40% ABV in a 700ml format, the expression is available for a limited time at selected travel retail locations throughout the summer football season. ✈
