Global distribution partner, Mast-Jägermeister SE is evolving its global travel retail activation campaign for the premium, award-winning tequila, Teremana.
Crafted with Mana focuses on what truly defines Teremana, differentiating it in the premium tequila segment in GTR by reinforcing the brand’s authenticity, craftsmanship and emotional connection.
The campaign will drive awareness and conversion at point of sale, building trust through transparency and communicating the unique, traditional small batch production process, using 100% Blue Weber agave, roasted in brick ovens and distilled in copper pot stills.
In the new activation spaces, Teremana has created a premium, authentic retail environment in iconic Teremana blue that engages shoppers and immerses them in the Crafted with Mana spirit with visually warm brick textures, handcrafted structures and copper elements.
Crafted with Mana is launching at Munich, Frankfurt, Sydney, Barcelona, Ibiza, London Heathrow, Cancun and Singapore airports this summer and will generate over two million brand contacts and sample over 10,000 consumers. The campaign focuses on craftsmanship and the emotional and cultural concept of Mana, offering spirit, energy and authenticity.
Founded by Dwayne ‘The Rock’ Johnson, Teremana launched into global travel retail two years ago, fulfilling Dwayne’s passion to create an authentic tequila, bring people together and do things the right way, without cutting corners. Teremana is crafted under its own NOM 1613 at Destilería Teremana de Agave, located in the small town of Jesús María in the highlands of Jalisco, Mexico. The name Teremana loosely translates to ‘spirit of the earth’, coming from the Latin word terra meaning earth and the Polynesian word Mana meaning spirit, a concept close to Dwayne‘s heart.
“Teremana is standing out in the tequila category by rejecting polished premium cues and emphasising authenticity, craftsmanship and emotional connection,” says Marketing Director Global Travel Retail at Mast-Jägermeister SE, Stephanie Cleary. “This campaign focuses on what truly makes Teremana special: our traditional small batch process, the quality of the product and of course the spirit of Mana. The Crafted with Mana platform invites consumers to appreciate tequila in a way that is deeply authentic and approachable and to discover Teremana’s provenance, artisanal production methods and the joy of the Teremana signature serve, the Mana Paloma.
