As Teremana®, the premium, award-winning tequila enters its second year in the global travel retail market, the high impact activation campaign, Share the Mana*, continues its successful rollout to new locations, collaborating with global operators to bring Teremana to life for travellers.
Share the Mana pop-ups are coming to three new, key international airports: Abu Dhabi Zayed International, Johannesburg O.R. Tambo International and London Luton. In addition, Share the Mana returns to London Heathrow T5 and New York JFK T4, reaching new passengers travelling through these two strategically important airports, in the drive to internationalise the brand. During this four-week phase of the campaign, it is anticipated that 4.7 million PAX will travel through these airports.
The Share the Mana installations give shoppers the opportunity to learn about tequila and discover Teremana’s provenance and artisanal production. Founded by Dwayne ‘The Rock’ Johnson, 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.
At the pop-ups, travellers can taste all three expressions, Blanco (€49.99) served with grapefruit soda, and Reposado (€54.99) and Anejo (€64.99) served neat. With every purchase they receive a Teremana branded ice cube tray to make large ice cubes embossed with the Teremana icon, inspired by Dwayne Johnson’s tattoo. As part of the experience, consumers are invited to Share the Mana through their own stories of gratitude and promoters capture the Mana moment with Teremana polaroids for travellers to take away with them.
Mast-Jägermeister SE is now driving distribution into new GTR markets, as the launch phase continues. International airports remain the number one priority in 2025, but distribution will expand into other channels, including ferries and border stores.
“We are delighted with the performance of Teremana since its launch into global travel retail just over one year ago,” says Mast-Jägermeister Marketing Director Global Travel Retail, Stephanie Cleary. “GTR is the shop window which allows brand building and consumer experience at the point of purchase. The Teremana experience, Share the Mana will continue with pop-up spaces, exploring the spirit’s provenance and the craft that goes into each bottle, educating consumers on tequila and introducing Teremana globally.”
Teremana is crafted using only 100% fully mature Blue Weber agave, which is slowly roasted in small, traditional brick ovens for over 72 hours. It is only distilled in handmade copper pot stills crafted by local artisans, with a commitment to doing things the right way, with Mana, at every step of the process.
In addition to travel retail, Teremana launched into the UK, Australia, UAE and Germany in 2024. This year, Teremana will launch into 20 more domestic markets across Europe, Asia Pacific, South America and Africa.
