Proximo Spirits Global Travel Retail (GTR) held a series of customer engagement and educational initiatives during Tequila Town, an immersive agave and tequila cultural experience hosted in Hialeah, Miami from March through May 2026.
Bringing together tequila lovers alongside spirits industry professionals, Tequila Town celebrated the heritage, craftsmanship and cultural legacy of tequila production in Jalisco, Mexico through more than 10 immersive environments spanning more than 25,000 square feet.
As part of the activation, the Proximo Spirits GTR team hosted a dedicated week-long program focused on education, storytelling and experiential brand immersion for bartenders and brand ambassadors representing its tequila portfolio, including Cuervo Tequila, 1800 Tequila, Dobel Tequila, Centenario Tequila, and Reserva de la Familia by Jose Cuervo.
Training sessions highlighted cocktail masterclasses, tequila heritage, agave production, category innovation and premium consumer engagement strategies tailored for the global travel retail channel.
Proximo Spirits GTR welcomed nine cruise line and airport retail customers to Tequila Town for curated tours, guided tastings, hosted happy hours and exclusive hospitality experiences. Attendees included representatives from Avolta, WTDC, Norwegian Cruise Line, Virgin Voyages, Disney Cruise Line, Princess Cruises, Global Duty Free, Carnival Cruise Line and Carisam.
A standout moment during the program was an intimate private Dobel Tequila and culinary pairing dinner, showcasing Dobel Diamante Cristalino Tequila.
Tequila Town offered guests a multi-sensory journey through the tequila-making process, featuring recreations of iconic tequila landmarks including La Rojeña, which is the world’s oldest tequila distillery and birthplace of Jose Cuervo, alongside immersive experiences dedicated to 1800 Tequila and Dobel Tequila.
“We spent three wonderful days with our global travel retail customers and partners; each day was full of learning and shared experiences. It was great to spend time with our customers to build relationships, show appreciation and highlight our extensive tequila portfolio,” said Casey McAdam, GTR Trade Marketing Manager at Proximo Spirits.
The activation reflects Proximo Spirits GTR’s continued investment in premium tequila education, experiential engagement and long-term partnership development across the travel retail sector, says the company.
Tequila Town was conceived as a cultural platform designed to honor tequila not simply as a spirit, but as a living expression of Mexican identity, craftsmanship, ritual, and innovation. Created by the team behind Age of Agave, the experience reimagines how audiences engage with agave culture by blending immersive storytelling, large-scale installation design, hospitality, music, gastronomy, and education into a single destination. Rooted in the traditions of Jalisco yet shaped through a contemporary creative lens, Tequila Town was built to bridge heritage and modernity while introducing global audiences to the deeper cultural significance of tequila.
Developed as a first-of-its-kind “seed-to-spirit” journey, Tequila Town invites visitors to explore the complete lifecycle of agave through interactive environments that celebrate both the historic foundations and future evolution of the category. The concept was intentionally created to move beyond a conventional tasting event or branded activation, instead positioning tequila within a broader conversation around sustainability, artistry, community, and cultural preservation.
