Written by Maca Velasquez 3 min read · August 1, 2025
As the summer travel season peaks, so does the perfect opportunity to spotlight one of the fastest-growing categories in Duty-Free: Tequila. Tequila is now the fourth largest spirits category in Duty-Free, having overtaken both gin and rum in value over the past five months. Even more impressively, it is the number one growth driver across all spirits and the only category currently showing double-digit growth. According to recent insights, Tequila is set to become the second largest global category in Duty-Free within the next five years. At the heart of this momentum are two standout brands from our key partner Diageo: Don Julio and Casamigos. Both embody the luxury credentials today's consumers are seeking and play a pivotal role in welcoming new shoppers into the world of Tequila.
A core focus of Diageo's Tequila strategy is driving recruitment into the category while elevating its luxury image. Education remains central to this ambition, and what better way to introduce travellers to these exceptional tequilas than through an immersive airport experience? This summer, a dynamic Tequila experience was activated at Munich Airport in collaboration with Diageo and King of Reach. Travellers were engaged in the world of Don Julio and Casamigos through brand-led tastings and rich storytelling. The activation was delivered in close collaboration with brand and client teams, ensuring seamless execution and a shopper experience aligned with strategic objectives.
Brand ambassadors, in partnership with Diageo and King of Reach, offering Casamigos and Don Julio tequila tastings to travellers at the airport.
Beyond the airport, consumers are increasingly looking for simple, sophisticated cocktail options they can enjoy at home. The Paloma serve fits this perfectly, effortless, refreshing, and elevated. Reflecting this trend, we introduced travellers to the serve through tequila and grapefruit tonic tastings at the airport.
Want to take your cocktail game to the next level? Don Julio invites you to explore an innovative augmented reality experience that brings the art of tequila mixology into the comfort of your own home. This immersive digital tool allows users to virtually craft signature serves, seamlessly extending the journey from airport discovery to at-home enjoyment.
