Proximo Spirits Global Travel Retail (GTR) has strengthened its strategic relationships with key partners from the airport and cruise sectors through a series of educational and experiential initiatives at its high-impact “Tequila Town” platform. The event, held in Hialeah, Miami, was designed as an immersive cultural space spanning over 25,000 square feet (2,300 square meters) dedicated to celebrating the heritage and craftsmanship of the Mexican spirit.

As a central part of the program, Proximo GTR hosted specialized training, brand immersion, and category development sessions for global bartenders, brand ambassadors, and retailers. Representatives from leading firms such as Avolta, WTDC, Disney Cruise Line, and Carnival Cruise Line, among others, delved into agave cultivation techniques, premium consumer engagement strategies, and mixology masterclasses exclusively tailored for the travel channel.

The activation served as a showcase for its luxury portfolio, which includes Jose Cuervo, 1800 Tequila, Gran Centenario, and Reserva de la Familia. A key highlight was a private pairing dinner featuring Maestro Dobel Diamante Cristalino, reaffirming the brand’s position as a pioneer in the cristalino category and responding to international travelers’ growing demand for authentic premium products.