Mast-Jägermeister partners with Heinemann to launch Teremana tequila in Sydney Airport
Teremana makes its Asia Pacific debut with Heinemann at Sydney Airport
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 has introduced the brand to Asia Pacific travelers 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 travelers, with Teremana featured throughout July in a pop-up showcasing the tequila’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.
In a prime location at the Heinemann store entrance, the activation includes a Teremana tasting bar and highlighting all three Teremana expressions: Blanco, Reposado and Añejo.
The name Teremana means spirit of the earth from the Latin word ‘terra’ meaning earth and the Polynesian word ‘Mana,’ meaning spirit. According to Mast-Jägermeister, Mana is the philosophy at the core of the Teremana brand, which means sharing positive energy, bringing people together and doing the right thing.
Teremana tote bags are offered as a gift with every purchase
As part of the experience, staff will invite shoppers to participate in ‘Share the Mana’ by scanning a QR code and sharing 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 said, “To now be able to Share the Mana with Australia is a privilege.”
Ranjith Menon, Heinemann Asia Pacific Regional Director Purchasing Liquor, Tobacco, Confectionery and Beauty, commented, “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.”
Tobias Witte, Mast-Jägermeister SE Vice-President Global Travel Retail, added, “July is one of the peak travel periods from Sydney Airport, with 760,000 international travelers forecast to depart. Share the Mana offers these travelers 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 range includes expressions: Blanco, Reposado and Añejo
Teremana is crafted using only fully mature Blue Weber agave, slow roasting in small, traditional brick ovens and distilling 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 2023, only three years after its debut, Teremana became the fastest premium spirits brand to sell 1 million 9-liter cases within a 12-month period in the US. The Teremana RRPs in travel retail are Blanco US$45.99, Reposado US$49.99 and Añejo US$59.99, with an ABV 40%.
