UAE. Nohaca Tequila is celebrating Diwali, the Hindu festival of lights, with its largest experiential retail activation to date, bringing its ‘Nomads in Motion’ campaign to Dubai International Airport in partnership with Dubai Duty Free.
Building on its July debut with Dubai Duty Free, the activation marks the next stage in Nohaca’s travel retail development, highlighting its Mexican origins and brand philosophy.
Located in Terminal 3 Concourse B, the installation combines a dedicated tequila tasting bar, brand storytelling and a personalised gift-with-purchase experience.
At the heart of the experience is ‘Nomads in Motion’, the philosophy that defines Nohaca. Derived from Nómadas Haciendo Caminos (Nomads Making Paths), the concept centres on discovery, cultural reverence and craftsmanship.
The activation introduces travellers to Nohaca’s guardians, inspired by pre-Hispanic Mexican stone carvings and represented on each expression. Presented through sculptural displays, the ‘Face’ symbolises discovery, while the ‘Rabbit & Eagle’ embody reverence.
A dedicated tasting experience, hosted by trained Brand Ambassadors, introduces travellers to Nohaca Plata and Reposado, highlighting the provenance and craftsmanship behind its single-origin tequila from the highlands of Jalisco, Mexico.
A ‘Nomads in Motion’ photography wall also invites travellers to become part of the campaign. Their photographs are incorporated into a specially designed gift-with-purchase sleeve, creating a personalised keepsake.
Developed with Dubai Duty Free for the Diwali period, the sleeve also features a festive greeting.
Nohaca Tequila CEO Adam Dobson commented, “Dubai Duty Free has been an important partner in introducing Nohaca to international travellers, and the response since our July launch has been very encouraging.
“We see travel retail as much more than a distribution channel. It provides an opportunity to build meaningful connections with people through discovery, education and experience. An important focus for tequila in this channel.”
He added: “With Nomads in Motion, we’re bringing the brand’s philosophy to life. From the cultural significance of our guardians to the craftsmanship behind the liquid, every element invites travellers to explore something new.
“Working with Dubai Duty Free to introduce a personalised gifting experience during Diwali adds another dimension. It’s a celebration of movement, connection and the memories we carry with us.”
Nohaca Plata and Reposado are available at Dubai Duty Free in travel retail-exclusive (TREX) 1-litre formats, bottled at 42% ABV. They are priced at US$95 and US$110, respectively.
Produced from 100% Blue Weber agave grown in Arandas, in the highlands of Jalisco, Nohaca is distributed across the Middle East and North Africa duty-free channel by Vintage International. ✈
