Maestro Dobel retail experience opens at JFK

Proximo Spirits has launched a three-month ‘store-in-store’ experience in John F Kennedy International Airport (JFK) for Maestro Dobel Tequila.

The immersive experience, called Smoothness Mastered, offers travellers the chance to ‘delve into the world of luxury Tequila’ and discover more about Maestro Dobel.

The brand has been named as the Official Tequila of the PGA Tour and PGA Tour Champions, and the shop represents one of the first activations within the multi-year partnership between the premium brand and Spanish golfer Jon Rahm, whose presence is thematic within the experience.

Roy Summers, head of global travel retail for Proximo Spirits, commented: “We are delighted to bring this innovative retail experience to life, that sees our world-class Tequila from Maestro Dobel on display in the equally revered location of John F Kennedy International Airport.

“Not only is it the first of many activations that celebrate Maestro Dobel’s relationship with PGA Tour Golf, it’s also the first Maestro Dobel Tequila dedicated pop-up.

“As the growth of luxury Tequila in the travel retail continues to go from strength-to-strength, we’re delighted to share this experience with both international and domestic travellers.”

The retail space was developed in partnership with International Shoppes and is located in Terminal 1.

Once in-store, customers are immersed in ‘a luxury experience for Tequila and golf-lovers alike’, where they can pose on a putting green, journey through the partnership with Rahm, and try samples of Maestro Dobel.

Customers will be offered a custom-made shopping experience, with on-site bottle engraving available across the featured range of Maestro Dobel.

More than one million passengers are expected to pass through JFK International Airport in June, July and August, with the activation set to impact inbound passengers travelling onwards to PGA Tour events, including the upcoming FedExCup Playoffs in Memphis, Chicago and Atlanta.

Scott Halpern, co-CEO of International Shoppes, said: “We are excited to announce this partnership with Proximo Spirits, a world-class premium spirits company. It is a collaboration that allows us to expand our premium Tequila offerings and introduce an innovative range of Maestro Dobel Tequilas to our world-class travellers.

“This activation promises to be unique, engaging and an immersive opportunity that is designed to provide a thoughtfully curated sensorial experience.

“We are appreciative that Proximo chose International Shoppes to bring this exceptional luxury experience to life at JFK’s T1, as it embodies our commitment to providing the finest selection of spirits and delivering one-of-a-kind ‘retail-tainment’.”

Smoothness Mastered will be in residence at JFK until the end of August, with prices ranging up to US$165 per bottle of Maestro Dobel.