Following its launch at Sydney Airport last month, Teremana Tequila, the premium, award-winning tequila founded by Dwayne ‘The Rock ’Johnson, is extending its Share the Mana campaign in Asia travel retail, with traveller engagement pop-ups at two more airports in the region.
Throughout August, co-owner and global distribution partner, Mast-Jägermeister SE is collaborating with Lotte Duty Free at Singapore’s Changi Airport T3 and with Ospree Duty Free at Mumbai’s Chhatrapati Shivaji Maharaj International Airport.
Teremana’s campaign, Share the Mana, educates passengers on the tequila category and also Teremana’s provenance and craft production techniques at its distinguished distillery, Destilería Teremana de Agave, crafted under its own NOM 1613 in the small town of Jesús María situated in the highlands of Jalisco. Consumers are also invited to sample the three expressions of Teremana Blanco, Reposado and Añejo.
In addition to Singapore and Mumbai airports, Teremana will launch in Malaysia and South Korea in August and other airports in India, Vietnam and The Philippines in September, followed by China and Hong Kong in December.
Ospree Duty Free’s CEO, Avishek Bambii Das, “Tequila is a very new category in the region and we’re excited that Dwayne Johnson’s Teremana is one of the first travellers are introduced to as an authentic, high-quality example to get them excited about the spirit. We are also delighted that Mast-Jägermeister SE is highlighting its launch and bringing this brand to life for passengers.”
As part of the experience, shoppers can participate in Share the Mana by scanning a QR code, allowing them to share their own stories of gratitude on social media. Participants have the chance to win a travel voucher worth US $5,000 and shoppers will receive a Teremana tote bag with every purchase.
“We are excited to launch Teremana in so many airports across the region in the coming months,” says Mast-Jägermeister SE APAC GTR Director of Customer Development, Francois Picquot. “The demand for tequila is increasing rapidly, accompanied by a huge thirst for knowledge and our Share the Mana campaign explains to travellers what the heritage of this Mexican spirit is all about and what makes Teremana so distinctive and special.”
In 2023, only three years after its debut, Teremana became the fastest premium spirits brand to sell 1 million 9-litre cases within a 12-month period in the US*.
Teremana® is crafted using only 100% fully mature Blue Weber agave, which is slowly roasted in small, traditional brick ovens for over 72 hours and 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.
