As the ‘Official Tequila’ of the US Open, Dobel Tequila is celebrating its US Open sponsorship with activations across all terminals at New York JFK Airport for the month of August. The high-profile promotions are in partnership with multiple travel retailers.
In Terminal 4, an eye-catching sampling activation is in partnership with DFS and positioned outside its duty free store location on the concourse. The Dobel Tequila promotion offers tastings for premium tequilas, Dobel Diamante Cristalino Tequila and Dobel 50 Cristalino Tequila. There is a gift with purchase of a branded Dobel Tequila tote bag or custom Huichol cap for every Dobel 50 Cristalino Tequila bottle sold (while stocks last). The Huichol caps are a handcrafted tribute to the artistry behind the Dobel 50 Cristalino Tequila. Each decorative bead is placed by Mexican Huichol artisans using time-honored techniques.
The activation in T4 also includes a gamified element: visitors can try an interactive tennis themed game where they throw tennis balls into mounted racquets that light up when they score points. Over 150 points qualifies for complimentary Dobel US Open branded chocolates.
Dobel Tequila’s New York JFK Airport takeover continues in other terminals with three further duty free partner activations: at T1 and T5, IShoppes has a Dobel Tequila cash-wrap graphic and tasting week promotion; in T7 DFA is running a Dobel Tequila tasting bar and high profile in-store HPP; while in T8, Avolta is running a Dobel Tequila tasting week promotion in September.
“Dobel Tequila has been the official tequila sponsor for the US Open since 2023 and brand awareness for the tournament association has grown significantly year on year. It continues to be a very successful partnership and drives sales in high-profile duty-free locations, especially New York,” said Roy Summers, head of GTR for Dobel owner Proximo Spirits.
“With our JFK Airport takeover, the branding opportunity for Dobel Tequila is huge. This campaign is our biggest yet, and it’s a great fit for New York’s international visitors for the tournament run. We have several retailer activations in place at multiple terminals to coincide with the US Open buzz and ensure this Dobel Tequila campaign reaches as many travelers as possible,” he added.
For tennis and tequila fans traveling from London Heathrow to New York for the tournament, Proximo Spirits has also partnered with Avolta for a Dobel Tequila activation at T5. A tasting bar offering sampling for Dobel 50 Cristalino Tequila and GWP offer is open for early risers, 5am to 11am.
Outside the airport in billboards in New York, Dobel Tequila’s ad campaign features top seeded tennis stars and brand ambassadors, Taylor Fritz and Aryna Sabalenka (US Open Women’s Champion 2024) pictured alongside the Dobel Tequila Ace Paloma cocktail.
