AUSTRIA/GERMANY. Proximo Spirits and Gebr. Heinemann have partnered to showcase super-premium tequila 1800 GuachiMonton with a dynamic pop-up campaign at Vienna and Frankfurt airports.
The animations – live through the end of July – mark the tequila’s first appearance in global travel retail outside of the USA.
At Vienna Airport, 1800 GuachiMonton is featured in a high-impact installation at the main duty-free shop. In Frankfurt, the activation spans three terminals T1A, T1Z and T2S.
Brand Ambassadors are on hand to offer tastings of 1800 GuachiMonton alongside 1800 Añejo and Silver.
Purchases above €49 are rewarded with a collectible branded glass from Austrian crystal specialist Riedel.
Commenting on the launch, Proximo Spirits Head of Global Travel Retail Roy Summers said: “Our outstanding 1800 Tequila brand has reached new heights of liquid luxury with 1800 GuachiMonton, its most super-premium expression yet.
“It is befitting, therefore, that these product and activation spaces, as we introduce 1800 GuachiMonton to the European market, are truly stunning and clearly differentiated.”
Celebrating Mexican culture
1800 GuachiMonton is inspired by the pre-Colombian circular pyramids of the UNESCO World Heritage site Los Guachimontones in Jalisco, Mexico.
To preserve this heritage, 1800 Tequila is supporting conservation efforts at the site as well as the museums and cultural, art and educational initiatives associated with it.
The tequila is crafted using 100% Blue Weber agave sourced from a single estate in Tequila Valley’s lowlands region. It is crafted using agave harvested at peak maturity and slow cooked for 40 hours in traditional masonry ovens.
The tequila is matured for six to eight years and double-distilled before ageing for a minimum of 12 months. It is the first and only luxury Añejo tequila aged in American and French oak barrels and finished in orange tequila liqueur casks.
Bottled at 40% ABV, the liquid is a golden amber Añejo with a well-rounded, complex profile and a distinctive citrus-led finish.
Presented in a distinctive trapezoidal ceramic bottle, coloured red in reference to the historic Guachimontones site, the wooden circular cap echoes the architecture of the pyramids, further underlining the expression’s Mexican cultural roots.
Describing the liquid, Master Distiller and Head of Production Alex Coronado said: “1800 GuachiMonton not only represents the roots of Mexican tradition and culture but also Mexican terroir and ritual.
“A nod to the fragrant orange trees surrounding the pyramids of Los Guachimontones and our family-owned distillery, the liquid is inspired by the timeless ritual of plucking fresh oranges to garnish a glass of Añejo. Its decadent and persistent orange-citrus flavour profile provides a premium, modern twist to an already luxurious Añejo tasting experience.”
Driving the luxury tequila category
1800 ranks as the world’s most awarded tequila family*, the second-strongest Mexican tequila brand**, and the no.1 super-premium tequila brand in the USA***, Proximo says.
The brand is a major growth driver for Proximo Spirits. Summers explained, “It is not only driving the tequila category but is also growing faster than the category itself. As tequila knowledge grows and taste preferences mature, new luxury tequila drinkers are trading up to higher-quality tequilas that are meant to be sipped and savoured.
“1800 GuachiMonton is a perfect fit. Consumers are not just buying tequila; they’re looking to learn about it.”
According to Summers, 1800 GuachiMonton is positioned to bridge the gap between mainstream appeal and luxury – combining the attributes of a luxury lifestyle brand with the depth of an authentic heritage spirit. He said, “This is unlike anything that has come before, offering a new pinnacle of taste and, at the same time, expanding the prestige and prestige plus segments.”
1800 GuachiMonton tasting notes
Colour: Amber with golden nuances and coppery sparkles.
Aroma: Fresh citrus orange, honey, caramel, vanilla, oak and ripe fruit notes.
Flavour: Velvety, soft, pleasantly bitter.
Finish: Fresh and persistent orange sensation. ✈
*Brand Finance 2024 ** Brand Finance Mexico 2024 ***IWSR 2024
