Triple cask elevation: Proximo Spirits’ Roy Summers on launching 1800 Tequila Triple Cask Añejo

At the 2025 TFWA World Exhibition & Conference in Cannes, Proximo Spirits unveiled 1800 Tequila Triple Cask Añejo.

“We are a founding family of tequila,” says Roy Summers, Head of Global Travel Retail at Proximo Spirits. “We go back 11 generations, with a focus on craftsmanship, quality and innovation that has made us the world’s most awarded tequila family.”

The tequila originated with founder Juan Francisco Beckmann’s aim to position tequila alongside the world’s finest whiskies and cognacs. His son, Juan Domingo Beckmann, continues that legacy with this release.

Alchemy of three barrels

The one-liter, 40% ABV expression blends 100% blue agave from the highlands of Jalisco, Mexico, with barrels sourced globally. The agave, grown in mineral-rich volcanic soil, cooks in masonry ovens at 96 degrees Celsius for 28 hours, resting six hours. Mills extract the juice, which ferments for 40 hours, creating a complex base of alcohols and aromatics. Copper stills distill it twice. “This results in a product with a great profile and extraordinary cleanliness in its sensory notes,” Summers notes.

Matured in French oak, American oak and Cabernet Sauvignon casks, the tequila develops layered notes of vanilla, almond and dark fruit such as black currant, cherry, and plum. Its aroma carries hints of wood, caramel and spice, with a palate of cooked agave, honey, spice and fruit. Summers recommends it neat or on the rocks. “You sip, taste and engage slowly. It is an occasion, not just a pour.”

Tailored for travelers

“We have big ambitions for 1800 Tequila in travel retail,” says Summers. The 1800 Tequila Triple Cask Añejo will roll out globally starting in early 2026. “This launch strengthens our leadership in the category and opens opportunities to elevate tequila in top airports.”

A global education and activation program will immerse travelers in the story. “It focuses on authenticity, craftsmanship and storytelling. Travelers want to feel the process and connect with its purpose,” says Summers.

1800 Tequila Triple Cask Añejo was designed for travel retail realities. “You often have 20 to 30 seconds to engage a passenger. Packaging, visuals and narrative must land quickly and meaningfully,” he explains.
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High-profile promotional activations will showcase the barrels and materials behind the tequila, paired with tasting rituals that invite curiosity without overwhelming. “It is about asking if you’ve tried agave before, and it is about showing how each barrel contributes to its character and how together they create something unique,” says Summers.

“Travel retail offers a global stage,” he continues. “It is often where someone discovers a brand for the first time. There is strong demand for products that deliver authenticity and luxury. Triple Cask delivers exactly that.”

The rise of tequila

Tequila’s growth in global travel retail sets the stage for 1800 Tequila Triple Cask Añejo. Summers highlights the category’s strong momentum: “Post-pandemic, tequila has become one of the top three growth categories across global travel retail. We have seen strong demand in Asia, sustained strength in Oceania and continued expansion across Europe. That trajectory shows no sign of slowing at least for the next three years.”

He adds, “Within tequila, the premiumization is accelerating faster than in almost any other category.” Ultra-premium tequilas are projected to grow at a 6% CAGR (Compound Annual Growth Rate) over the next five years, according to IWSR.

Proximo Spirits’ tequila portfolio spans a wide spectrum. “We now offer tequilas in travel retail from US$25 all the way up to US$5,000,” Summers says. “Certain hubs prefer collectible, ultra-premium bottles, while others favor more accessible introductions to the category. The key is making sure we balance prestige and reach.”

Heritage and future

For Summers, 1800 Tequila Triple Cask Añejo continues Proximo Spirits’ heritage. There are three major categories driving momentum – tequila, whiskey, and spiced rum – and Proximo is active in all three according to Summers. “From Bushmills to Kraken to 1800, we are passionate about storytelling and building emotional connections.”

Bushmills’ four centuries of whiskey-making and Kraken’s distinctive personality illustrate how narrative drives differentiation. “Gifting, storytelling and visual design shape how we present premium spirits in travel retail. Packaging matters as much as the liquid,” Summers says.

Sustainability is also a focus. “Consumers want authentic, responsibly made products,” he adds. “The liquid must have the credentials to match the story. Our production sites have local sustainability programs, from Mexico to Ireland.

When asked what motivates him, Summers says, “I have been in this business for nearly a decade. What I passionately love is that our brands have great stories and that we are constantly challenging ourselves to create something new and different.”