USA. Proximo Spirits has unveiled a high-profile campaign highlighting the partnership between Dobel Tequila and the US Open tennis tournament at New York JFK International Airport, in partnership with key retailers.
Running throughout August, the promotions showcase the brand’s role as the official tequila of the tournament, marking Dobel Tequila’s third year of US Open sponsorship. The tennis Grand Slam event runs from 18 August to 8 September in New York.
To maximise impact, the campaign extends to New York billboards featuring top-seeded tennis stars and brand ambassadors, Taylor Fritz and Aryna Sabalenka (US Open Women’s Champion 2024). Pictured with the Dobel Tequila Ace Paloma cocktail, the tennis stars brought to life the message ‘where tennis meets tequila’.
Supporting the campaign, Dobel and DFS have partnered to host a sampling activation at Terminal 4.
Located on the concourse outside the duty-free store, the experience offers tastings of Dobel’s Diamante Cristalino and 50 Cristalino tequilas. Travellers purchasing a bottle of Dobel 50 Cristalino also receive a branded tote or a custom Huichol cap, while stocks last.
The Huichol caps are an artistic homage to Dobel 50’s craftsmanship. Hand-beaded by Huichol artisans, the caps make each one a collectible that celebrates Dobel 50 Cristalino Tequila’s artistry and its US Open partnership.
Adding to the experience at Terminal 4 is an interactive tennis-themed game, inviting travellers to throw balls into mounted racquets that light up when they score points. Those surpassing 150 points receive complimentary Dobel US Open-branded chocolates.
Dobel further amplifies its presence across Terminals 1 and 5 with International Shoppes, showcasing tequila-inspired cash wrap graphics and a week-long tasting promotion.
At Terminal 7, the activation includes a full tasting bar complemented by a high-visibility in-store promotion, in partnership with Duty Free Americas.
Dobel and Avolta also join forces this September with a tasting week promotion at Terminal 8.
Proximo Spirits’ retailer partnerships underscore its major investment, bringing Dobel Tequila activations to nearly all JFK terminals throughout the US Open.
Proximo Spirits Head of GTR Roy Summers said: “Dobel Tequila has been the official tequila sponsor for the US Open since 2023 and brand awareness for the tournament association has grown significantly year on year. It continues to be a very successful partnership and drives sales in high-profile duty-free locations, especially New York.”
He added: “With our JFK Airport takeover, the branding opportunity for Dobel Tequila is huge. This campaign is our biggest yet, and it’s a great fit for New York’s international visitors for the tournament run.
“We have several retailer activations in place at multiple terminals to coincide with the US Open buzz and ensure this Dobel Tequila campaign reaches as many travellers as possible.”
Beyond US airports, the campaign is also running at London Heathrow T5 in partnership with Avolta, featuring a Cristalino Tequila tasting bar and a gift with purchase offer available from 5am to 11am daily. ✈
