Leading spirits company Proximo Spirits has partnered with DFS and iShoppes to launch 1800 Tequila Triple Cask Añejo, the brand’s first global travel retail exclusive, at New York’s JFK Airport.
Running from February through March with DFS at Terminal 4, then April to June with iShoppes at Terminal 1, the activation spotlights the new 1800 Triple Cask through a striking retail theatre concept inspired by the three distinct wooden casks used in its ageing process: French Oak, American Oak and Cabernet Sauvignon wine casks. Port-hole podium motifs bring the 1800 brand story to life, while brand ambassadors host sampling sessions throughout the day, inviting travellers to discover this ultra-premium expression firsthand.
Triple maturation
Crafted from 100% blue agave harvested at peak maturity from the Beckmann family estate in Jalisco, Mexico, 1800 Triple Cask Añejo is a refined expression that reflects the brand’s pioneering legacy in barrel ageing. The tequila is matured in a trio of barrels — new French oak, American oak and casks that previously held Cabernet Sauvignon wine — creating a layered and complex profile.
Bottled at 40% ABV in a 1L format exclusively for travel retail, the liquid presents a bright copper hue with golden highlights and a rich, creamy body.
On the nose, intense notes of wood and caramel are complemented by ripe cherry and plum, while the palate delivers a harmonious balance of cooked agave sweetness, subtle honey and gentle spice. It is best enjoyed neat or on the rocks to fully appreciate its depth and character.
Tequila craftsmanship
The distillation process honours traditional tequila craftsmanship at every stage. After slow cooking for 28 hours in traditional masonry ovens heated to 96°C — followed by a six-hour resting period — the agave is milled to extract its rich juices. Fermentation lasts approximately 40 hours, allowing yeast to transform the sugars into complex aromatic and flavour compounds that define the tequila’s sensory profile. The liquid is then double distilled in copper stills using an extremely slow process that isolates only the heart of the distillate, preserving purity and depth.
The final maturation in three distinct oak casks brings together the structure of American oak, the elegance of French oak and the distinctive fruit flavour of Cabernet Sauvignon wine barrels, resulting in a sophisticated, travel retail-exclusive expression from the world’s most awarded tequila family.
US & Latin America airport activations
The 1800 Triple Cask launch programme began with the DFS partnership at JFK T4 (February to March), followed by activations with DFA in Panama and Punta Cana in March.
A further partnership with iShoppes at JFK T1 from April through June continues the Americas rollout momentum – with more to come later in the year.
EMEA & APAC partnerships
The global travel retail launch continues across Europe, the Middle East and Asia from April to June. In Europe, 1800 Triple Cask will debut with Gebr Heinemann in Frankfurt (April– May) and Munich (May–June). In the Middle East, key partners include Gulf Beverages, ARI
and Lagardère, where currently, activation plans are in place but on hold until the geo-political situation improves. In India, Monika Alcobev will distribute the expression to Mumbai, Delhi and Hyderabad Duty Free locations.
Commenting on the activation, 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.”
