Centenario Tequila has launched a major travel retail activation program across the Americas for Centenario Tequila Tri-Nation Fútbol Reposado, created in tribute to the three host nations of this summer’s World Cup.
Launching this June, the campaign will debut across some of the busiest U.S. airport hubs, targeting international travelers 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 International Shoppes – 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, travelers can compete using their feet in a head-to-head soccer game, with winners receiving a Centenario Tequila-branded portable Loud Cup. At Atlanta Airport, travelers 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 travelers 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 will be on within the activation space.
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, says the company.
“Few global moments capture the attention and emotion of travelers 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.”
Centenario Tequila is the official tequila of the Mexican National Team.
The black bottle design draws inspiration from iconic fútbol kit styling and features visual elements representing the three host nations.
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.
