Teremana Tequila expands presence in Asia Pacific travel retail
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
Teremana Tequila, the premium brand founded by Dwayne "The Rock" Johnson, is expanding its "Share the Mana" campaign across key travel retail locations in the Asia Pacific. After launching at Sydney Airport last month, Teremana is now making a splash at Singapore's Changi Airport Terminal 3 and Mumbai's Chhatrapati Shivaji Maharaj International Airport with immersive pop-up experiences throughout August.
This campaign, executed in partnership with global distributor Mast-Jägermeister SE, focuses on educating travelers about tequila and Teremana's artisanal production process at its acclaimed distillery, Destilería Teremana de Agave, located in the highlands of Jalisco, Mexico. Travelers have the opportunity to taste the brand’s three expressions –Blanco, Reposado, and Añejo – while gaining insight into its rich heritage.
Avishek Bambii Das, CEO of Ospree Duty Free, expressed enthusiasm about the brand’s campaign, noting, “Tequila is a very new category in the region and we’re excited that Dwayne Johnson’s Teremana is one of the first travelers 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.”
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
The experience also features a social media element, inviting shoppers to share their gratitude stories via a QR code, with the chance to win a $5,000 travel voucher. Additionally, every purchase comes with a complimentary Teremana tote bag.
Francois Picquot, Director of Customer Development for Mast-Jägermeister SE in the Asia Pacific region, highlighted the significance of the launch: “We are excited to launch Teremana in so many airports across the region in the coming months. The demand for tequila is increasing rapidly, accompanied by a huge thirst for knowledge. Our Share the Mana campaign explains to travelers what the heritage of this Mexican spirit is all about and what makes Teremana so distinctive and special.”
Teremana recently became the fastest premium spirits brand to sell one million 9-litre cases in the US within just 12 months, a mere three years after its debut. The tequila is crafted from 100% mature Blue Weber agave, which is slow-roasted in brick ovens and distilled in handmade copper pot stills.
Looking ahead, the "Share the Mana" campaign will continue to expand, with upcoming launches in Malaysia, South Korea, India, Vietnam, and the Philippines, followed by China and Hong Kong by year’s end.
.jpg?&resize.width=322&resize.height=483)
