USA. Proximo Spirits has partnered with DFS Group and International Shoppes to launch 1800 Tequila Triple Cask Añejo, the brand’s first global travel retail exclusive, at New York John F. Kennedy International Airport (JFK).
The first phase of the campaign began with DFS at Terminal 4 from February through March. This is followed by the second phase with iShoppes at Terminal 1 running from April to June. Further activations are planned across the region later in the year.
The programme also expanded to Panama and Punta Cana in March through regional partners.
The launch is supported by a high-impact retail theatre inspired by the tequila’s triple cask maturation process. The animations highlight the influence of French oak, American oak and Cabernet Sauvignon wine casks on 1800 Tequila Triple Cask Añejo’s flavour profile.
Port-hole podium displays bring the 1800 brand story to life in-store, while brand ambassadors host daily sampling sessions to encourage engagement.
1800 Triple Cask Añejo’s roll-out will continue Europe, the Middle East and Asia from April through June.
In Europe, the expression will launch with Gebr. Heinemann in Frankfurt (April-May) and Munich (May-June).
In the Middle East, the tequila will launch with Gulf Beverages, ARI and Lagardère Travel Retail. Proximo Spirits said that activations are currently on hold pending improvements in the geopolitical environment.
In India, distribution will be led by Monika Alcobev with listings planned across Mumbai, Delhi and Hyderabad duty free locations.
Commenting on the activation, Proximo Spirits Head of Global Travel Retail Roy Summers commented: “As the tequila category continues to premiumise, travellers are increasingly seeking authentic, high-end expressions designed to be savoured and gifted. 1800 Triple Cask delivers an exceptional liquid and is perfectly positioned to introduce travellers to more aged, ultra-premium tequila expressions.
“We are delighted to partner with valued customers around the world to showcase 1800 Tequila’s first travel retail exclusive and engage travellers globally.”
1800 Triple Cask Añejo
1800 Triple Cask Añejo is crafted from 100% blue agave harvested at peak maturity from the Beckmann family estate in Jalisco, Mexico.
On the nose, wood and caramel notes are complemented by ripe cherry and plum aromas. The palate delivers cooked agave sweetness balanced with honeyed tones and gentle spice. The expression is designed to be enjoyed neat or on the rocks to showcase its complexity.
The tequila features a bright, golden copper hue and a rich, creamy body. It is bottled at 40% ABV in a 1L format exclusive to travel retail.
According to Proximo, 1800 Triple Cask Añejo’s production process is a celebration of traditional tequila-making techniques. Agave is slow-cooked for 28 hours in masonry ovens at 96°C, followed by a six-hour resting period before milling to extract juices.
It is fermented for approximately 40 hours, allowing the development of complex aromatic compounds. Afterwards, it is double distilled in copper stills using a slow process that isolates only the heart of the distillate.
Final maturation in French oak, American oak and ex-Cabernet Sauvignon wine barrels delivers a layered flavour profile. ✈
