Proximo Spirits launched 1800 Tequila Triple Cask Añejo at JFK.

Proximo Spirits has unveiled its first global travel retail exclusive for the 1800 Tequila brand, launching 1800 Tequila Triple Cask Añejo with a high-profile activation at John F. Kennedy International Airport.

The rollout began in February 2026 with DFS Group at Terminal 4, followed by a second phase with iShoppes at Terminal 1 from April to June, as part of a broader Americas activation programme.

Designed to bring the product’s maturation story to life, the campaign features immersive retail theatre inspired by the three types of casks used in the ageing process – French oak, American oak and Cabernet Sauvignon wine barrels. Sampling stations hosted by brand ambassadors invite travellers to explore the expression, while bold visual elements reinforce the brand’s craftsmanship credentials.

Crafted from 100% blue agave grown on the Beckmann family estate in Jalisco, Mexico, 1800 Triple Cask Añejo is matured in three distinct barrels, delivering a layered profile combining wood, caramel and dark fruit notes with a smooth, balanced finish. Bottled at 40% ABV in a one-litre format, the expression has been developed exclusively for the travel retail channel.

The launch forms part of a wider global activation strategy spanning the Americas, Europe, the Middle East and Asia. Following its debut in New York, the campaign has extended to airports in Panama and Punta Cana, with further activations planned across key hubs including Frankfurt and Munich in partnership with Gebr. Heinemann.

Commenting on the launch, Roy Summers, Head of Global Travel Retail at Proximo Spirits, said: “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.”

The activation underscores Proximo Spirits’ focus on premiumisation and experiential retail, using storytelling and immersive design to elevate engagement and drive discovery within the growing tequila category.