Case Study Spotlight: Proximo Tequilas Sampling Success at ABC Fine Wine & Spirits
How in-store education and strategic sampling drove trial, conversion, and deeper consumer understanding across Florida ABC locations.
In August 2025, I partnered with Proximo Spirits to execute a statewide sampling initiative for their tequila portfolio at ABC Fine Wine & Spirits. The goal of the program was to introduce shoppers to four distinct expressions—Jose Cuervo Devil’s Reserve, Gran Coramino Cristalino, Tradicional Silver, and Maestro Dobel Silver—while educating consumers on flavor profiles, tequila styles, and serving versatility.
Over the course of the activation, Brand Ambassadors engaged thousands of shoppers, poured hundreds of samples, and guided guests through side-by-side comparisons that helped them identify their preferred tequila style. By pairing product education with thoughtful placement inside the stores, we were able to convert meaningful shopper interest into strong sales and valuable insights for the brand.
One of the standout findings from this program was the clear performance leadership of Jose Cuervo Devil’s Reserve. Consumers consistently gravitated toward its smooth finish and premium feel, making it the top-selling SKU of the entire campaign. Gran Coramino Cristalino also demonstrated strong appeal among shoppers seeking a modern, silky tequila experience. Meanwhile, Tradicional Silver and Maestro Dobel Silver resonated with guests looking for cocktail-friendly options and clean, approachable profiles.
The sampling program didn’t just generate sales—it highlighted exactly what resonates with today’s tequila drinkers. Guests asked questions about production methods, flavor differences, cocktail applications, and even bottle availability. These interactions emphasized how valuable in-store education can be for premium spirits, especially when shoppers are faced with an expanding and increasingly complex tequila category.
The full case study breaks down performance results, consumer engagement trends, top-performing stores, and key recommendations for future activations. It provides a detailed, data-informed look at how sampling programs can influence purchase behavior and strengthen brand presence within a competitive retail environment.
👉 View the full case study PDF here.
If you’re interested in learning how strategic in-store sampling can elevate your brand or help you better understand consumer preferences, I’d love to talk more about how these programs can support your goals.
