This marks 1800 GuachiMonton’s first appearance in global travel retail outside of the USA.
Proximo Spirits is partnering with Gebr. Heinemann to launch 1800 GuachiMonton Tequila in stores in Vienna and Frankfurt airports, with activations highlighting 1800 GuachiMonton live and running until the end of July.
At Vienna Airport, 1800 GuachiMonton is featured in a promotion in the airport’s main shop while the Frankfurt activations run across three stores in three terminals, T1A, T1Z and T2S.
The 1800 GuachiMonton promotions are supported by brand ambassadors with sampling available of the new expression, along with 1800 Añejo and Silver.
Commenting on the launches, Roy Summers, Proximo Spirits Head of Global Travel Retail, said: “Our outstanding 1800 Tequila brand has reached new heights of liquid luxury with 1800 GuachiMonton, its most super-premium expression yet.
“It is befitting, therefore, that these product and activation spaces, as we introduce 1800 GuachiMonton, to the European market, are truly stunning and clearly differentiated.”
Celebrating Mexican tradition and culture
Inspired by the archaeological jewel of Jalisco – the pre-Columbian pyramids of Los Guachimontones in Western Mexico – 1800 GuachiMonton celebrates Mexican tradition and culture.
It honours the shared terroir of the Tequila Valley and the UNESCO World Heritage site Los Guachimontones and is the first and only luxury añejo tequila aged in American and French oak barrels and finished in orange tequila liqueur casks.
1800 GuachiMonton is crafted with 100% Blue Weber agave, grown and matured between six to eight years and sourced from a single estate in the lowlands regions of the Tequila Valley.
A gift-with-purchase offer – on purchases exceeding €49 – features a collectible boxed 1800 branded glass from Austrian glassware specialist Riedel.
1800 GuachiMonton is presented in a ceramic trapezoidal-shaped bottle with a distinctive wooden circular cap.
Inspired by the jewel of Jalisco, Los Guachimontones, the red bottle and wooden cap take shape from the circular pyramids dating back to before the Hispanic era, where communities would gather for ceremonial rituals.
To protect and preserve this shared heritage, 1800 Tequila will be providing long term support to conserve the UNESCO site, its museum and the cultural, art and educational initiatives tied to the area.
Master Distiller and Head of Production, Alex Coronado, commented: “1800 GuachiMonton not only represents the roots of Mexican tradition and culture but also Mexican terroir and ritual.
“A nod to the fragrant orange trees surrounding the pyramids of Los Guachimontones and our family-owned distillery, the liquid is inspired by the timeless ritual of plucking fresh oranges to garnish a glass of Añejo. Its decadent and persistent orange citrus flavour profile provides a premium, modern twist to an already luxurious Añejo tasting experience.”
Driving the tequila category in GTR
Roy Summers, Head of Global Travel Retail at Proximo Spirits, underlined 1800 Tequila’s standing in the global travel retail tequila category, noting how the brand “is not only driving the tequila category, but is also growing faster than the category itself.”
“As tequila knowledge grows and taste preferences mature, new luxury tequila drinkers are trading up to higher quality tequilas that are meant to be sipped and savoured. 1800 GuachiMonton is a perfect fit.” Summers said.
According to Summers, 1800 GuachiMonton aims to own the space between the mainstream view and the insider view, between being an opulent lifestyle brand and a deeper, authentic heritage brand.
He noted the emergence of a new, luxury tequila consumer profile: younger, modern and seeking authenticity and cultural significance, exclusivity and lifestyle brands. This new luxury tequila consumer is also on the lookout for premiumisation, experiential engagement and educational experiences.
Innovation in the luxury tequila category
Summers said innovation remains a key distinguishing factor for brands within the sector, with 1800 GuachiMonton tapping into the luxury tequila drinker’s thirst for exploration. “This is unlike anything that has come before, offering a new pinnacle of taste, and, at the same time, expanding the prestige and prestige plus segments,” he said.
1800 GuachiMonton is produced from harvested agave that is cooked for a duration of 40 hours in masonry ovens, distilled twice and then matured for a minimum of 12 months in American and French oak barrels. The golden amber Añejo liquid is then finished in orange tequila liqueur casks creating a well-structured and complex tequila with a fresh citrus finish.
With an ABV of 40%, Proximo said its perfect serve is neat, on the rocks, in a traditional cocktail like an Old Fashioned or by exploring a new tequila tasting ritual and pairing with Mexican chocolate.
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