he premium, small-batch tequila, Teremana is entering the global travel retail market this month, a move which is set to disrupt the tequila category in the channel.

Founded by Dwayne ‘The Rock’ Johnson, Teremana is launching in numerous major international airports around the world, initiating the internationalisation of Teremana. All three expressions are available: Blanco (€49.99/US$45.99), Reposado (€54.99/US$49.99) and Añejo (€ 64.99/ US$59.99) 1L ABV 40%.

Three years after its debut, Teremana® became the fastest premium spirits brand in 2023 to sell 1 million 9-liter cases within a 12-month period in the US*. The handcrafted, small-batch tequila is made at Destilería Teremana de Agave (NOM 1613) in the Jalisco Highlands of Mexico from fully mature, naturally sweet agave, which are slow roasted in small traditional brick ovens and distilled in handmade copper pot stills. The name Teremana loosely translates to spirit of the earth from the Latin word terra or earth and the Polynesian word Mana, a powerful force that inspires us to foster good energy, bring people together and do the right thing.

Dwayne Johnson says: “To now be able to Share the Mana with more parts of the world is a privilege. Launching Teremana in global travel retail is a new chapter for us in creating this legacy brand I envisioned.”

During 2024, engaging Teremana activations will hit the US, Europe and Asia Pacific to inspire, educate and transform consumers into passionate advocates. Introducing its Share the Mana campaign, Mast Jägermeister is working in collaboration with global travel retail partners to bring Teremana to life through unique experiences, showcasing its provenance and craft production techniques.

An original waxwork figure of Dwayne Johnson from Madame Tussauds is on tour, making surprise appearances at selected airports. In addition, the engaging displays also feature large blue agave plants in terracotta pots, a copper bar reminiscent of the copper pot stills used to make Teremana and digital videos which share the brand story.

All three expressions are available to try: Blanco, in a refreshing, Grapefruit Highball with grapefruit soda; and Reposado and Añejo neat. The Share A Mana interaction encourages consumers to share a short story of gratitude which is then displayed on the screen. Participants have the chance to win a prize and with every purchase receive a branded Teremana Share the Mana tote bag.

Share the Mana is live first in partnership with the world’s leading luxury travel retailer, DFS at New York JFK T4 for eight weeks and will reach an estimated 6.7 million passengers travelling through the terminal, including 1.1 million international departures**. The activation is supported by digital advertising and social channels. More US activations with DFS follow in April at Los Angeles International Airport, in July in Hawaii at Daniel K. Inouye International Airport and DFS Waikiki, Hilton Hawaiian Village and in September at San Francisco International Airport.

“It is truly remarkable to witness the launch of Teremana in Travel Retail in collaboration with DFS, across major North American airports, such as Los Angeles, San Francisco and New York JFK. DFS has eagerly awaited the availability of Teremana and thanks to our strong partnership with Mast Jägermeister, this launch is turning an eagerly anticipated arrival into reality,” says DFS Global Senior Director, Merchandising, Spirits Wine Tobacco and Food, Daniel Licari. “Tequila, as a sub-category within the spirits industry, has experienced unprecedented growth and with the introduction of Teremana, our already exceptional tequila collection will be elevated to new heights, solidifying our position as market leaders.”

Mast Jägermeister Marketing Director Global Travel Retail, Stephanie Cleary says: “Global travel retail is a lighthouse channel in the international expansion of Teremana and the key channel to build the brand. This simultaneous launch in airports with the highest number of travellers across so many different markets is a first in the tequila category. Our unique activation features our founder, Dwayne Johnson at the forefront and will draw shoppers and selfie fans to explore Teremana, our exciting new tequila.”