Luxury tequila brand Maestro Dobel® Tequila has launched a new and exclusive three-month ‘store-in-store’ experience at John F Kennedy International Airport, called ‘Smoothness Mastered’. This immersive store offers an opportunity for travelers to explore the world of luxury tequila and learn more about Maestro Dobel®, the creator of the world’s first Cristalino tequila and the ‘Official Tequila of the PGA TOUR and PGA TOUR Champions’. The store was developed in partnership with International Shoppes and is located in a prime spot within Terminal 1. This ‘store-in-store’ is one of the first activations within the multi-year partnership between Maestro Dobel® and global golf superstar Jon Rahm, whose presence will be thematic within the experience.
Once inside, customers can enjoy a luxury experience for both tequila and golf lovers, with the chance to pose on a putting green, journey through the partnership with Jon Rahm, and try the exquisite mastery of Maestro Dobel®. High-end spirit drinkers can also enjoy a custom-made shopping experience, with personalized bottles available via on-site engraving across the featured range of Maestro Dobel®.
Roy Summers, Head of Global Travel Retail for Proximo Spirits, expressed his delight at bringing the innovative retail experience to life and sharing the world-class tequila from Maestro Dobel® with international travelers at JFK T1. More than 1 million passengers are expected to pass through John F Kennedy International Airport in June, July, and August 2023, with the activation set to impact inbound passengers traveling onwards to PGA TOUR events.
Scott Halpern, Co-CEO of International Shoppes, also expressed excitement about the partnership with Proximo Spirits and the opportunity to expand their premium tequila offerings and introduce an innovative range of Maestro Dobel tequilas to their world-class travelers. The activation promises to be a unique and engaging immersive opportunity designed to provide a thoughtfully curated sensorial experience.
Maestro Dobel, founded by Juan Dobel, is a modern expression of tequila, pushing the global category forward and producing some of the world’s finest and smoothest tequilas. Handcrafted in the lowlands of Jalisco, Maestro Dobel is one of Mexico’s fastest-growing ultra-premium tequilas, with a collection that includes Dobel Diamante Cristalino, Silver, Reposado, and Añejo tequilas, as well as luxury expressions such as Dobel 50 Cristalino.
The ‘Smoothness Mastered’ store-in-store will be in residence until the end of August, offering a vast collection of tequilas at prices ranging up to $165 a bottle.
