Jose Cuervo proprietor Proximo Spirits has created a 700-square-foot interactive retail area targeted on premium Tequila in New York Metropolis’s JFK Worldwide Airport.
The World of Tequila international journey retail (GTR) activation options eight of the agency’s Tequilas, with expressions from Maestro Dobel, 1800 Tequila, Jose Cuervo and Gran Centenario.
The area is aimed toward ‘high-end spirit drinkers’, with costs ranging as much as US$165. A workforce of brand name educators are available to supply insights into the merchandise.
The activation might be on show at terminal 4 in JFK Airport all through the vacation season.
“We’re delighted to see so lots of our modern Tequila variants on show in such spectacular environment amongst the well-known, world-class manufacturers in John F Kennedy Worldwide Airport,” mentioned Roy Summers, Proximo Spirits’ head of GTR.
“As the expansion of luxurious Tequila in journey retail continues to go from power to power, we’re delighted to have the ability to supply such an intensive vary of tremendous Tequilas and introduce how luxurious Tequila ought to be skilled to worldwide and home travellers.”
Tequila has now overtaken rum because the third-largest spirits category in the US, based on IWSR Drinks Market Evaluation.
In August, Proximo Spirits opened Manhattan’s first legal whiskey distillery since Prohibition.