Proximo Spirits has partnered with travel retailer DFS to launch an exclusive ‘floating bottle’ wall bay activation for its Maestro Dobel Tequila brand at New York JFK International Airport, Terminal 4. The activation echoes Maestro Dobel’s ‘Smoothness Mastered’ campaign.
The new Maestro Dobel Tequila wall bay fixture is exclusive to the JFK T4 duty free location and is designed in collaboration with Levita, a technology company known for its luxury brand partnerships and visual merchandising techniques where products appear to float in window displays.
After its launch on May 19, the new Maestro Dobel Tequila wall bay became a permanent fixture at JFK T4. The fixture is split into two halves: the top part is dedicated to the Levita magic technology display with the bottom part used for merchandizing the latest expressions from the Maestro Dobel range such as Diamante Reposado, Diamante Cristalino and Diamante Blanco.
In August, Maestro Dobel Tequila is continuing its sponsorship of the US Open as the tennis tournament’s ‘Official Tequila’ this year with an enhanced presence where tennis meets tequila. Dobel Tequila Ace Paloma will be available at lounges and carts. Also in August, there will be a Maestro Dobel Tequila US Open concourse activation outside the T4 retail location where travelers will have the chance to take part in giveaways and snap up US Open themed GWPs.
“Since Maestro Dobel Tequila became the official tequila sponsor for the US Open in 2023, it has been a very successful partnership in both domestic and duty free markets,” said Roy Summers, head of GTR for Proximo Spirits. “This year looks to be even stronger with the launch of our activation and eye-catching wall bay at JFK. The Levita magic technology is captivating and is sure to wow travelers, elevating the Maestro Dobel Tequila range in association with this top tier sporting event,” he added.
“We’re proud to debut Levita’s innovative technology in a U.S. travel retail environment for the first time. Partnering with Dobel to bring this innovation to life sets a new standard for how luxury spirits can be presented — blending cutting-edge technology with exceptional brand storytelling. Together, we’ve created an elevated, eye-catching display that truly redefines premium retail visibility. Dobel’s commitment to craftsmanship and luxury aligns perfectly with Levita’s vision of revolutionizing product presentation. This collaboration represents a shared pursuit of excellence and innovation,” said Stéphanie Hourlay, Project Manager for Levita.
Levita was founded in 2018 by Clement Kerstenne and Phillippe Bougard, two experienced and passionate magicians, who developed the world’s only fully controlled levitation technology.
