USA. Proximo Spirits Global Travel Retail (GTR) has concluded its Tequila Town activation, held from March to May in Hialeah, Miami, as a large-scale platform for consumer and industry engagement.
Spanning more than 2,322sq m and featuring over ten immersive environments, the activation showcased the heritage and craftsmanship of tequila production in Jalisco, Mexico through experiential storytelling and brand immersion.
A dedicated programme led by the Proximo Spirits GTR team provided education and brand immersion for bartenders and ambassadors across its portfolio, including Cuervo Tequila, 1800 Tequila, Dobel Tequila, Centenario Tequila and Reserva de la Familia by Jose Cuervo.
Training sessions focused on cocktail craft, agave heritage, category innovation and strategies for elevating premium consumer engagement within travel retail.
Representatives at the event included Avolta, WTDC, Norwegian Cruise Line, Virgin Voyages, Disney Cruise Line, Princess Cruises, Global Duty Free, Carnival Cruise Line and Carisam.
Among the programme’s highlights was an intimate private dinner experience featuring a pairing with Dobel Tequila and a curated menu, promoting Dobel Diamante Cristalino Tequila, the creator of the Cristalino tequila category overall.
A multi-sensory journey guided guests through recreated tequila landmarks, including La Rojeña, the world’s oldest tequila distillery and birthplace of Jose Cuervo, complemented by immersive environments dedicated to category pioneers such as 1800 Tequila and Dobel Tequila.
Proximo Spirits GTR Trade Marketing Manager Casey McAdam said, “We spent three wonderful days with our global travel retail customers and partners; each day was full of learning and shared experiences.
“It was great to spend time with our customers to build relationships, show appreciation and highlight our extensive tequila portfolio.”
The activation underscores the company’s investment in premium tequila education, immersive brand engagement and long-term partnership across travel retail. ✈
