Proximo Spirits strengthens TR partnerships at Tequila Town

By Naomi Chadderton | Monday, 8 June 2026 11:27

Proximo Spirits strengthens TR partnerships through Tequila Town experience — Image Credit: Proximo Spirits

Proximo Spirits Global Travel Retail (GTR) has reinforced relationships with key airport and cruise retail partners through a series of educational and experiential initiatives at Tequila Town, the immersive agave and tequila cultural experience hosted in Miami earlier this year.

Held in Hialeah from March to May, Tequila Town brought together consumers and spirits industry professionals to celebrate the heritage, craftsmanship and cultural significance of tequila through a series of interactive environments spanning more than 25,000sq ft.

As part of the programme, Proximo Spirits GTR hosted a dedicated week of activities focused on education, brand immersion and category development for bartenders, brand ambassadors and travel retail partners. The initiative showcased the company’s extensive tequila portfolio, including Jose Cuervo, 1800 Tequila, Dobel Tequila, Centenario Tequila and Reserva de la Familia by Jose Cuervo.

Training sessions explored tequila heritage, agave cultivation, production techniques, category innovation and premium consumer engagement strategies, alongside cocktail masterclasses designed specifically for the travel retail channel.

The event also provided an opportunity for Proximo Spirits GTR to deepen engagement with key industry stakeholders. Representatives from Avolta, WTDC, Norwegian Cruise Line, Virgin Voyages, Disney Cruise Line, Princess Cruises, Global Duty Free, Carnival Cruise Line and Carisam attended curated experiences including guided tastings, hosted receptions and educational tours.

One of the highlights was a private food and tequila pairing dinner centred around Dobel Diamante Cristalino, showcasing the versatility of the category and reinforcing Dobel’s position as a pioneer of the Cristalino tequila segment.

Tequila Town itself was conceived as a large-scale cultural platform celebrating tequila as an expression of Mexican heritage, craftsmanship and innovation. The experience featured recreations of key tequila landmarks, including La Rojeña, the world’s oldest tequila distillery and birthplace of Jose Cuervo, alongside immersive brand experiences dedicated to category leaders including 1800 Tequila and Dobel Tequila.

Proximo Spirits GTR Trade Marketing Manager Casey McAdam said: “We spent three wonderful days with our global travel retail customers and partners, with each day full of learning and shared experiences. It was a great opportunity to strengthen relationships, show appreciation and highlight the breadth of our tequila portfolio.”

The activation forms part of Proximo Spirits GTR’s broader strategy to drive premium tequila education and experiential engagement across the channel. By leveraging cultural platforms such as Tequila Town, the company aims to increase awareness of tequila craftsmanship, sustainability initiatives and the traditions that continue to shape the future of agave spirits, while further strengthening partnerships across the global travel retail industry.

The initiative also reflects the growing importance of experiential learning within the spirits category, particularly as tequila continues to gain momentum among international travellers seeking premium, authentic and culturally relevant products.

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