GERMANY. Proximo Spirits has partnered with Gebr. Heinemann to showcase its premium tequila portfolio.
For the first time, the retailer is offering the company’s complete 1800 range alongside its premium Maestro Dobel Diamante and Maestro Dobel 50 Cristalino expressions.
The launch is being supported by high-profile animations at Frankfurt and Munich airports, the latter managed by Heinemann partner Eurotrade. The animations fall under Proximo Spirits ‘World of Tequila’ retail concept, which is designed to educate travellers on the growing agave category as well as Proximo Spirits’ portfolio of brands.
1800 takes its name the year the distillery started barrel-ageing tequila. It is made from 100% Weber Blue Agave from Jalisco Mexico and offers a smooth and rich flavour. The 1800 bottle takes design inspiration from Mayan stone pyramids.
Dobel Diamante is made with Reposado, Añejo and extra Añejo tequila, which is filtered to remove the colour. It is named after the crystal clear colour of the liquid.
Dobel 50 Cristalino is a complex multi-aged tequila that is aged in American and French oak barrels before being finished in Sauternes barrels.
The animations feature a vibrant blue, gold and purple colour scheme. At the pop-ups, travellers can learn more about each of the brands and also experience the tequilas through special tastings.
Premium tequila remains a major focus for Proximo as the category increases in popularity among premium spirits drinkers, the company said. ✈
