Proximo is rolling out its latest World of Tequila sampling activation in collaboration with travel retail partners around the world
Premium tequilas are a key product focus alongside rare and exclusive whiskies for Proximo, as the spirits specialist pushes for a greater share of GTR sales in 2023.
"Super-premium is a major focus for Proximo across our range of tequilas and mezcals in GTR," says a Proximo spokesperson who adds there is high demand for the company’s leading tequila brands Jose Cuervo, 1800 Tequila, Maestro Dobel Tequila as well as 400 Conejos, the leading mezcal range.
Proximo states the tequila category has been growing in popularity due to more consumers discovering cristalino products. The company is earmarking its Maestro Dobel 50 Cristalino as a key launch this year.
Proximo’s hero brand 1800 Tequila takes center stage as part of its World of Tequila promotion
Premiumization
With a number of high profile retailer collaborations and brand awareness campaigns, Proximo sees the super-premium tequila category as an excellent growth opportunity within GTR.
A major trend in premiumization is being driven by consumers’ propensity toward treat spending for both themselves and as gifts when traveling. According to Proximo “We have seen real consumer demand for our premium tequila brands with Maestro Dobel tequila being a great example.”
Proximo’s super-premium tequila portfolio is a driving growth factor, and the company has planned a schedule of unique releases across super-premium and luxury lines for the next 18 months.
Bushmills 25-Year-Old Single Malt Whiskey launched in GTR earlier this year and is one of a trio of exceptional aged single malts to launch this year
World of Tequila showcase
The company is investing in rolling out its World of Tequila retail program to further showcase its premium tequila brands together at airports, in addition to educational messaging on the growing agave category. Activations have included key airports hubs in the US, Oceania and now Europe.
In June, Proximo launched its World of Tequila program as a high profile activation in Frankfurt and Munich in partnership with Gebr. Heinemann. The company also has plans to expand the activation across Europe in key airports.
For the first time in Europe, Heinemann and Proximo are offering the company’s complete 1800 range alongside its premium Maestro Dobel Diamante and Maestro Dobel 50 Cristalino expressions. Trained ambassadors are on hand to educate travelers across the Proximo collection of brands.
“Our World of Tequila activations allow us to communicate directly with consumers from a tequila category education perspective,” says the company. “The current activations are an excellent example of giving passengers both education and product trial around super-premium tequila expressions including Maestro Dobel 50 Cristalino.”
The future looks bright for Proximo with continued growth of super-premium tequila alongside its Bushmills single malt Irish whiskey offer. This gives travelers premium products, as well as exclusive aged products with provenance and authenticity that consumers are actively seeking out.
