GTR's tequila wave moves to highlight aged products
1800 Guachi Monton is the first luxury añejo tequila aged in American and French oak barrels and finished in orange tequila liqueur casks
“Discover the Unexpected” is the global campaign of tequila brand 1800 Guachi Monton, which launched in global travel retail last year and according to the brand owner, Proximo Spirits, is so far growing well in key target markets.
“We are seeing big tequila category growth and 1800 is doing well across all markets, especially in travel retail,” says Patrick Lynch, Trade Marketing Manager, Proximo Spirits.
Further to its US launch at JFK Airport in New York last November, the American market has led the way for the specialist aged 1800 Guachi Monton. The spirit is recognized as the first luxury añejo tequila aged in American and French oak barrels and finished in orange tequila liqueur casks. It honors the legacy and agriculture of the Tequila Valley and is presented in a red ceramic trapezoidal-shaped bottle with a spherical carved wooden cap, inspired by the pyramids and red clay found throughout the UNESCO World Heritage site of Los Guachimontones.
Proximo Spirits has invested in high-traffic locations for travel retail promotions including a US Open sponsorship spot at London Heathrow’s Terminal 3, during the US Open in August, as well as upcoming partnerships with Avolta in Spain, according to Lynch.
The World of Tequila is an activation concept that Proximo Spirits has previously debuted with Dubai Duty Free and is due to be re-released in further locations, to be confirmed. “The World of Tequila is a great category platform for educating travelers on their particular style of tequila,” explains Lynch. The company is investing in rolling it out with key travel retail partners such as Gebr. Heinemann in Istanbul and is in talks with several partners in Asia, where aged varieties of tequila are in demand.
As shared by Lynch, 1800 Guachi Monton has good potential to scale its footprint in travel retail via World of Tequila, which can serve as an interactive tool for brand ambassadors to engage with travelers to offer the perfect serve and gift with purchase elements that reflect the product’s rich history. Proximo Spirits also plans to implement eye-catching wall bays for 1800 Guachi Monton to capitalize on its deep red color, wooden carved stopper and iconic bottle shape.
