Teremana takes flight: Mast-Jägermeister drives 2026 ambition for global tequila growth in GTR

At a recent dinner hosted at London’s Los Mochis restaurant, the brand gathered trade travel retail and drinks media to taste its aged tequila range alongside Japanese-Mexican fusion dishes, and hear how the company intends to build on Teremana’s exceptional success in the US, Mexico and Canada by amplifying its presence across key airport hubs worldwide. Among the team present were Mäst-Jägermeister VP Global Travel Retail Tobias Witte, GTR Marketing Director Stephanie Cleary, Senior Brand Manager GTR Madeleine Wilm and UK Brand Manager William Solorzano, who led guests through an in-depth exploration of Teremana’s ageing techniques.

Five years young

Although Teremana is a young brand at only five years old, its growth trajectory has already been extraordinary. In North America, the brand has achieved record-breaking sales and cult consumer appeal. When Mast-Jägermeister brought Teremana into GTR just 18 months ago, the intention was never to create a single-market hit. Instead, the aim was to use the channel as an international stage. As Witte explained, “We have been achieving global listings from the get-go, but we see GTR as a shopping window to the world. It allows us to showcase the brand outside of the US, Mexico and Canada to a global audience.”

That strategy is already well underway. Over the past year and a half, Teremana has activated at more than 20 airports, with over 30 promotions running across the globe in 2025 alone. “We are in for the long run,” Witte said. “A trend doesn’t happen in two or five years. It takes time. Tequila is still growing, even if from a small base, and the fact that we are sitting here talking about tequila in a beautiful restaurant like this shows how far the category has come.”

Global ambition

The brand’s global footprint now spans key hubs in Europe, the Gulf, Asia-Pacific and Latin America. Launches have included Hong Kong, Sydney, Singapore, Lima, Brazil and Chile, as well as Delhi, Mumbai and Bangalore – where activations are currently underway. “India is a top selling market for us. We are in Delhi and Mumbai and have an activation as we speak in Bangalore,” Witte confirmed. “It is definitely global.” India’s importance is already clear. “Delhi would be in our top ten locations from a sales point of view," Cleary noted.

Yet while securing prime shelf space in a channel dominated by brown spirits remains a challenge, the bigger task lies in consumer education. As Cleary outlined, “99% of tequila volume is in the US. So how do we bring the tequila story outside the US to a global audience where a generation of people either do not know what tequila is or had a hangover from it in their youth?” The goal, she stressed, is not simply to grow Teremana but to grow the category. “We need to bring our consumers on that journey, work together as a category, and grow the pie – not just our slice of it.”

Aging process education

This educational component came to life during the dinner through Solorzano’s detailed explanation of Teremana’s ageing philosophy. Highlighting the importance of demystifying tequila styles, he said: “Reposado literally means ‘to rest,’ and that resting period is essential for helping people understand tequila beyond the blanco they may already know. By aging our tequila for three months in smaller 200-liter Tennessee whiskey barrels with a heavy Level 5 char, we allow the spirit to pick up subtle notes of vanilla, toffee and roasted agave without overpowering new drinkers. Educating consumers about this process is key. Once they see how carefully reposado is crafted, they realize that it is not just a shot, but a complex, approachable spirit with real depth.”

For Teremana, these production details support a broader narrative built on quality, authenticity and craft. Cleary emphasized the importance of conveying the brand’s provenance, its low-and-slow production method, and the rigorous standards behind its NOM-certified distillery. “We have all learned about the beautiful quality of this liquid,” she explained. “As more brands come in, the quality is improving. We can forget that negative night from university. This is truly a quality product.”

Meanwhile, Teremana’s internationalization continues at pace. Alongside GTR growth, the brand is rolling out in 20 further markets by 2026, on top of the 60 it has already entered since 2024. Priority countries include the UK, Australia, India and Japan, as well as key European territories such as France, Spain and the Czech Republic. “It’s still a very young brand,” Cleary noted. "It is about ensuring that we are part of the trend and part of the culture as tequila evolves.”

Cultural storytelling

With such rapid expansion comes the need for powerful storytelling and culturally resonant activations. Wilm highlighted the importance of the ‘Share the Mana’ message – a theme grounded in conviviality, positivity and connection. “The reason we sit here like this today is all about sharing,” she said. “Sharing great food, sharing great drink, and the exchange between us. That’s one of the key messages for Teremana.”

In GTR, this message was adapted for travelers through the “What are you grateful for today?” campaign, inviting passengers to share positive reflections as they sampled the tequila. Experience-led engagement continues to be central to reaching Gen Z, from Polaroid moments to QR code recipes and simple cocktail serves like the Mana Paloma and the People’s Margarita. “Gen Z wants experiences, and good ones,” Cleary said. Over 100,000 travellers will sample Teremana in 2025, reinforcing the importance of liquid-to-lips as part of activations.

As 2025 winds down and the next chapter of activations prepares to launch, the message from Mast-Jägermeister is clear: Teremana’s global journey is only just beginning. With an expanding footprint, a strong commitment to education and a pipeline of compelling GTR experiences, the brand is positioning tequila’s future firmly on the world stage, from Los Mochis in London to airports across every continent.