Craft spirits
Nohaca delivers a ‘sense of discovery’ with its curated offerings
Nohaca Tequila is positioning itself as a craft-forward, discovery-led brand in travel retail. Founder Adam Dobson highlights that travellers from Europe and the Americas are well versed in craft spirits, noting that they already expect provenance, production transparency and aesthetic distinction from mainstream spirits.
“The opportunity lies in meeting that sophistication with curated offerings that reward curiosity,” he says. “Travel retail must evolve to spotlight artisanal brands that reflect the same values travellers seek at home; authentic production, elevated flavour and cultural provenance.”
Dobson remarks that craft thrives on engagement and feeling, and thus education must be both intimate and immediate. He says: “Rather than relying solely on static displays or QR codes, the channel should embrace immersive experiences such as expert storytelling and sensory-led sampling that brings process and place to life. Collaboration with bartenders, sommeliers and travel tastemakers can also build credibility and bridge the gap between shelf and serve. It’s about creating memories as much as the initial discovery.”
“As tequila continues to grab headlines as an evolving category, it’s inspiring to be able to play a part in its growth in this channel” – Nohaca Tequila Founder Adam Dobson
The Moodie Davitt Report Founder and Chairman Martin Moodie (left) and Adam Dobson dive into the Nohaca story at the TFWA Asia Pacific Exhibition in Singapore
Using time-honoured brick oven cooking and a refined distillation process, Nohaca creates a tequila that blends tradition and innovation
Substance over positioning
Dobson also highlights a growing shift where travellers are trading up and looking for quality and integrity in the spirits category – not just fixating on the price point. He says: “Premiumisation has shifted from positioning to substance. In tequila, this means additive-free, transparent processes and culturally grounded products; these are increasingly seen as the true markers of luxury.
“For Nohaca, this means a very clear proposition: complex and well-crafted blanco and reposado expressions, both offered in 1-litre formats. We avoid offerings such as joven and cristalino as the general global shopper is still at the start of their journey, and it’s important to trade them up through simplified offerings that deliver value.”
This year, Nohaca is introducing its Plata and Reposado expressions exclusively in the 1-litre format for travel retail. Dobson says, “We’re at an exciting juncture for the category, which has been dominated by mainstream brands and is now expanding steadily.
“We believe that we are offering a uniquely discerning liquid – perfect for sipping neat or mixing with soda, combined with sustainably produced packaging and an exciting storytelling platform – we truly believe travellers can realise their sense of discovery. As tequila continues to grab headlines as an evolving category, it’s inspiring to be able to play a part in its growth in this channel.”
Partner’s message
Partner’s message
The Moodie Davitt eZine
Issue 346 | 17 September 2025
The Moodie Davitt eZine is published 6 times per year by The Moodie Davitt Report (MA Travel Retail). © All material is copyright and cannot be reproduced without the permission of the Publisher. To find out more visit www.moodiedavittreport.com and to subscribe, please email kristyn@moodiedavittreport.com