As part of the continued global expansion of Teremana Tequila, the premium, award-winning tequila founded by Dwayne ‘The Rock’ Johnson, co-owner and global distribution partner, Mast-Jägermeister SE is introducing the brand to Asia Pacific travellers with this month’s launch at Heinemann Tax & Duty Free at Sydney Airport.

Australia is the first market in Asia Pacific to Share the Mana with travellers. In partnership with global airport duty-free operator, Heinemann, Mast-Jägermeister SE is bringing Teremana to life throughout July: a Share the Mana pop-up space showcases the spirit’s provenance in Jesús María in the Highlands of Jalisco at Teremana’s own distillery, Destilería de Agave and the craft techniques that go into each bottle to bring unique experiences to travellers.

In prime location at the Heinemann store entrance, the installation includes a Teremana tasting bar and displays featuring Teremana’s roots in Jalisco. The back bar holds all three expressions of Teremana: Blanco, Reposado and Añejo which consumers are invited to sample.

The name Teremana means spirit of the earth from the Latin word ‘terra’ meaning earth and the Polynesian word ‘Mana,’ meaning spirit. Mana is the philosophy at the core of the Teremana brand, which means sharing positive energy, bringing people together and doing the right thing.

As part of the experience, staff will invite shoppers to 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 receive a Teremana tote bag with every purchase.

Dwayne Johnson says: “To now be able to Share the Mana with Australia is a privilege.”

Heinemann Asia Pacific Regional Director Purchasing Liquor, Tobacco, Confectionery and Beauty, Ranjith Menon says: “We are delighted to be the first operator in the region to launch and showcase Teremana with the Share the Mana campaign. Australia is an important market for tequila and we have high expectations for consumer interaction in-store and Teremana’s performance in the region.”

“July is one of the peak travel periods from Sydney Airport, with 760,000 international travellers forecast to depart,” says Mast-Jägermeister SE Vice-President Global Travel Retail, Tobias Witte. “Share the Mana offers these travellers the chance to discover this hand-crafted and multi award-winning tequila*. We predict strong interest in Teremana as tequila is the hot category in 2024 and the brand also launches this month into the Australia domestic market, one of the top 10 tequila markets outside of the US**.”

Tequila sales in global travel retail are predicted to grow seven per cent on a five-year CAGR to 2027.

The Teremana RRPs in travel retail are Blanco €49.99/US$45.99/$90 AUD, Reposado €54.99/US$49.99/$99 AUD and Añejo €64.99/ US$59.99/$118 AUD and the ABV 40%.

*Source PAXSMART
**Source IWSR
***Source IWSR 2023 Volumes in 000s 9LC; Premium-Spirits (excl. Low price & value quality)