Overview: Nohaca Tequila has initiated its largest experiential retail activation to date for the Diwali festival in partnership with Dubai Duty Free. The installation is situated within Terminal 3 Concourse B at Dubai International Airport, marking a significant step in the brand’s travel retail development.
The Full Story
The campaign, titled ‘Nomads in Motion’, brings the brand’s philosophy to life through a dedicated tasting bar and immersive storytelling elements. Travellers can explore the provenance of single-origin tequila from the highlands of Jalisco, Mexico, while engaging with trained Brand Ambassadors who highlight the craftsmanship behind the liquid.
A personalized gift-with-purchase sleeve features a photography wall integration, allowing visitors to become part of the campaign visuals. Their photographs are incorporated into the sleeve, creating a personalised keepsake that includes a festive greeting developed specifically for the Diwali period.
Production & Profile
Nohaca Plata and Reposado are available in travel retail-exclusive (TREX) 1-litre bottles bottled at 42% ABV. The spirits originate from 100% Blue Weber agave grown in Arandas within the highlands of Jalisco, ensuring a single-origin profile.
Brand & Industry History
The concept centres on discovery, cultural reverence and craftsmanship derived from Nómadas Haciendo Caminos (Nomads Making Paths). Sculptural displays feature guardians inspired by pre-Hispanic Mexican stone carvings, where the ‘Face’ symbolises discovery and the ‘Rabbit & Eagle’ embody reverence. This philosophy defines Nohaca and anchors the pop-up within Dubai Duty Free.
What This Means
CEO Adam Dobson noted that Dubai Duty Free has been an important partner in introducing Nohaca to international travellers, noting that responses since the July launch have been encouraging. He emphasized that travel retail provides an opportunity to build meaningful connections with people through discovery, education and experience rather than just distribution.
Consumer Takeaway
The spirits are priced at US$95 for Plata and US$110 for Reposado. They are distributed across the Middle East and North Africa duty-free channel by Vintage International, offering a unique opportunity to acquire these expressions outside standard retail environments.
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