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 retail theater 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 travelers to discover this ultra-premium expression firsthand.
Commenting on the activation, Roy Summers, Head of Global Travel Retail at Proximo Spirits, said: “As the tequila category continues to premiumize, travelers are increasingly seeking authentic, high-end expressions designed to be savored and gifted. 1800 Triple Cask delivers an exceptional liquid and is perfectly positioned to introduce travelers 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 travelers globally.”
The 1800 Triple Cask launch program began with the DFS partnership at JFK T4, 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.
Triple maturation
Crafted from 100% blue agave harvested at peak maturity from the Beckmann family estate in Jalisco, Mexico, 1800 Triple Cask Añejo is matured in a trio of barrels — new French oak, American oak and casks that previously held Cabernet Sauvignon wine. 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, says the company.
Tequila craftsmanship
The distillation process honors 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 flavor 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.
