Craft spirits
Proximo taps craft momentum with tequila and Irish whiskey
Proximo Spirits Head of Global Travel Retail Roy Summers explains that travellers are increasingly seeking “less, but better” craft spirits, choosing fewer, hand-crafted bottles with standout narratives. He says, “This is a dynamic perfectly aligned with our offerings from 1800 Tequila as this brand expands into travel retail-exclusive aged products, as well as Bushmills Irish Whisky and its growing travel retail exclusives, such as the World Wood Series.” Within Proximo’s craft-forward tequila portfolio, there is considerable growth potential in the super-premium and luxury tiers. The launch of 1800 GuachiMonton, a high-end añejo aged across American and French oak and finished in tequila orange liqueur casks, has already captured attention in European airports, including Vienna and Frankfurt, through immersive activations. Maestro Dobel’s luxury positioning has also drawn strong engagement, with its Cristalino expressions performing well at New York JFK Airport.
Proximo Spirits Head of Global Travel Retail Roy Summers highlights the ‘World of Tequila’ platform, designed to connect travellers with the stories of premium tequila via interactive digital experiences
Provenance in focus
Proximo’s ‘World of Tequila’ platform plays a central role in educating travellers and building the category. “This dedicated activation space educates and draws travellers deep into the category via storytelling and vibrant brand assets, while engaging with the discerning craft spirits consumer,” Summers notes. In the Irish whiskey category, Bushmills remains a cornerstone of Proximo’s craft credentials. The launch of the 12 Year Old single malt, finished in Pedro Ximénez sherry casks, alongside the upcoming global roll-out of the Bushmills World Wood Series 18 Year Old Single Malt, highlights the strategy of leveraging provenance, limited availability and premium curation. Summers points out that the Irish whiskey category is gaining momentum, with IWSR reporting +66% growth in global travel retail volumes in 2022 and a projected 7% CAGR through 2027, yet it still represents only around 3% of total GTR spirits volumes – underlining the strong potential for Bushmills. Summers says, “In travel retail, elevating craft spirits requires more than premium liquid; it demands immersive education and engagement that tell the story behind every bottle. “Take our tequila portfolio: with 1800 Tequila, the ‘World of Tequila’ platform turns duty-free zones into vibrant discovery spaces, where striking visuals, tasting rituals and digital storytelling bring Mexico’s agave artistry to life.”
A curated journey
Luxury activations such as the Maestro Dobel pop-up at New York JFK Airport, created in partnership with Levita Technology, allow travellers to experience Cristalino through guided sampling in a refined setting. Meanwhile, Bushmills 18 Year Old Single Malt, part of the World Wood TREX Series, showcases rare triple cask maturation – bourbon, oloroso sherry and Colheita port – delivering layered depth, fruit-forward richness and a subtle crème brûlée sweetness. The expression debuted exclusively in Asia Pacific travel retail in May 2025, with a global roll-out planned for 2026. Summers says, “Through interactive tastings, expert-led narratives and limited-edition exclusives, Proximo GTR turns each encounter into a curated journey, deepening appreciation and driving value across our craft tequila and Bushmills portfolios.” Proximo Spirits will release an 1800 Tequila travel retail-exclusive aged expression during the upcoming TFWA World Exhibition in Cannes. Summers adds: “This spirit reflects the pioneering vision of 1800’s Founder Juan Francisco Beckmann. His vision was to craft a tequila that can stand alongside the world’s most prestigious whiskies and Cognacs.”
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