Centenario TequilaTM is bringing the passion and energy of Fútbol’s Biggest Summer to travellers across the Americas with a major travel retail activation program for Centenario Tequila Tri-Nation Fútbol Reposado.
Launching this June, the campaign will debut across some of the busiest US airport hubs, targeting international travellers at the heart of the fútbol conversation. The first wave of activations will take place at Atlanta and Miami airports in partnership with Duty Free Americas (DFA), alongside Houston Airport with Ishoppes – all three lasting for eight weeks.
The eye-catching airport promotions will showcase Centenario Tequila’s limited-edition Tri-Nation Fútbol Reposado expression – a special release created to celebrate the three North American host nations connected by this summer’s global fútbol spotlight. The activations will feature high-impact branded displays, digital engagement moments, sampling opportunities, gifts with purchase and prominent visibility in high-traffic retail environments designed to capture the excitement surrounding the summer’s global fútbol celebration.
The activations will also feature a range of interactive experiences tailored to each location.
At Miami International Airport, travellers will have the opportunity to take part in a unique fútbol challenge where two guests compete using their feet in a head-to-head soccer game, with winners receiving a Centenario Tequila-branded portable Loud Cup. At Atlanta Airport, travellers can discover the brand at a dedicated tasting bar hosted by Centenario Tequila brand ambassadors, offering sampling and education around the limited-edition expression. Houston Airport will deliver one of the most immersive activations in the program, allowing travellers to shop, sample and participate in an interactive soccer game, with winners also receiving a branded Loud Cup. In addition, every purchase will be rewarded with a mini branded soccer chocolate bar, while live match screenings within the activation space will bring the excitement of the biggest summer in fútbol directly into the airport retail environment.
Triple character liquid, aged in Mexican, American and Canadian oak barrels
Centenario Tequila Tri-Nation Fútbol Reposado is the only tequila aged in Mexican, American and Canadian oak barrels, bringing together the unique character of all three host nations in one limited-edition expression. Crafted from 100% Blue Weber agave harvested at peak maturity and double distilled before maturation, the expression reflects Centenario Tequila’s dedication to traditional tequila-making while celebrating the spirit of the three North American nations connected by this summer’s global fútbol spotlight.
The campaign reflects Proximo Spirits’ growing focus on engaging international travellers through culturally resonant moments and premium experiential retail.
“Few global moments capture the attention and emotion of travellers like Fútbol’s Biggest Summer. This campaign gives us an incredible opportunity to connect with consumers who are already immersed in the excitement surrounding the season while traveling through some of the highest-traffic airport locations across the Americas,” said Roy Summers, Head of Global Travel Retail at Proximo Spirits.
“We’re delighted to partner with DFA and Ishoppes to showcase our limited-edition Centenario Tequila Tri-Nation Fútbol Reposado, bringing together premium tequila craftsmanship and the excitement of this summer’s fútbol season.”
As the official tequila of the Mexican National Team, Centenario Tequila celebrates Mexican heritage, craftsmanship and fútbol culture through the launch of the limited-edition expression and its wider summer activation program.
The black bottle design draws inspiration from iconic fútbol kit styling and features visual elements representing the three host nations, making it a standout collectible for traveling fans and tequila enthusiasts alike.
Centenario Tequila Tri-Nation Fútbol Reposado is bottled at 40% ABV in a 700ml format and is available in selected travel retail locations for a limited time during the summer fútbol season.
