‘Share the Mana’ – Mast-Jägermeister launches Teremana tequila in European travel retail

Teremana, the premium tequila founded by Hollywood superstar, businessman and former professional wrestler Dwayne ‘The Rock’ Johnson, is featuring in standout activations in European travel retail, following its launch at New York JFK Airport in March.

Teremana co-owner and exclusive distribution partner, Mast-Jägermeister has partnered with leading travel retailers Gebr. Heinemann and Avolta to bring Teremana to life by showcasing its provenance and craft production techniques. In Europe, the Share the Mana campaign is expected to reach 17 million passengers from April to June.

With Gebr. Heinemann at Frankfurt Airport Terminal 1, the Share the Mana space includes a tasting bar. A similar activation will open at airports in Munich and Istanbul in May, both set to run for eight weeks. The campaign is supported by advertising on Gebr. Heinemann’s online shop.

Share the Mana pop-ups at Avolta’s World Duty Free stores in London Heathrow Terminal 3 and Terminal 5 have already attracted attention and will run until the end of this month (April). Three Teremana expressions are available for tasting: Blanco, in a Grapefruit Highball with grapefruit soda, and Reposado and Añejo neat.

Avolta Global Category Head of Liquor David de Miguel said: “We are delighted to launch Teremana into UK travel retail through our World Duty Free stores and to share the brand story and how it’s crafted with our customers through an engaging in-store campaign. Tequila is a vibrant category and consumer interest at an all-time high.”

The engaging displays showcase movie star Dwayne Johnson and his passion for Teremana, featuring large blue agave plants in terracotta pots and a copper bar, echoing the copper pot stills used to make Teremana. A video highlights the Teremana Distillery and agave fields, with the distillery workers and Johnson inviting consumers to Share the Mana by raising a glass in a toast of gratitude.

Participants in the toast have the chance to win a travel voucher worth US$5,000 and a Teremana tote bag is offered with every purchase. Social media interaction is also encouraged.

Made in small batches using traditional methods, Teremana is crafted in the Jalisco Highlands of Mexico at its own distillery, Destilería Teremana De Agave (NOM, 1613). Since its launch, Teremana has received numerous awards, including Gold at the San Francisco World Spirits Competition, Gold at the Bartender Spirits Awards and Gold at the New Orleans Spirits Competition.

Johnson commented: “Our goal is to create a tequila that is the best of quality and taste but done the right way, by hand. Small batch, handcrafted tequila from our Teremana blue agave, maturing in the highlands of Jalisco, for everyone to enjoy.”

Mast-Jägermeister Marketing Director Global Travel Retail Stephanie Cleary added: “Our Share the Mana campaign in Europe will play a huge part in the internationalisation of Teremana, reaching a massive global audience, travelling through these key hubs.

“Three years after its debut, in 2023 Teremana became the fastest premium spirits brand to sell 1 million nine-litre cases within a 12-month period in the US. Now Teremana is poised to shape the future growth of the tequila category globally.”

The three Teremana expressions are Blanco (€49.99/US$45.99/£43.99), Reposado (€54.99/US$49.99 £48.50) and Añejo (€64.99/ US$59.99/£56.99) ABV 40%. Tequila sales in global travel retail are predicted to grow +7% on a five-year CAGAR to 2027. ✈