Teremana’s ‘Share the Mana’ campaign continues successful rollout
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Teremana's 'Share the Mana' campaign takes off at London Luton Airport
As Teremana – the premium, award-winning tequila – enters its second year in the global travel retail market, the high impact activation campaign, ‘Share the Mana’, continues its successful rollout to new locations.
Global distribution partner, Mast-Jägermeister SE has introduced the Share the Mana pop-up to three new, key international airports: Abu Dhabi Zayed International, Johannesburg O.R. Tambo International and London Luton.
In addition, Share the Mana returns to London Heathrow T5 and New York JFK T4, reaching new passengers traveling through these two strategically important airports, in the drive to internationalize the brand. During this four-week phase of the campaign, it is anticipated that 4.7 million PAX will travel through these airports.
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Share the Mana returns to London Heathrow T5 in a drive to internationalize the Teremana brand
The Share the Mana installations give shoppers the opportunity to learn about tequila and discover Teremana’s provenance and artisanal production. Founded by Dwayne ‘The Rock’ Johnson, Teremana is crafted under its own NOM 1613 at Destilería Teremana de Agave, located in the small town of Jesús María in the highlands of Jalisco.
At the pop-ups, travelers can taste all three expressions, Blanco (€49.99) served with grapefruit soda, and Reposado (€54.99) and Anejo (€64.99) served neat. With every purchase they receive a Teremana branded ice cube tray to make large ice cubes embossed with the Teremana icon, inspired by Dwayne Johnson’s tattoo. As part of the experience, consumers are invited to Share the Mana through their own stories of gratitude and promoters capture the Mana moment with Teremana polaroids for travelers to take away with them.
Mast-Jägermeister SE said it is now driving distribution into new GTR markets, as the launch phase continues. International airports remain the number one priority in 2025, but distribution will expand into other channels, including ferries and border stores.
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London Luton customers interact with brand promoters to 'share the mana' moment
“We are delighted with the performance of Teremana since its launch into global travel retail just over one year ago,” says Stephanie Cleary, Mast-Jägermeister Marketing Director Global Travel Retail. “GTR is the shop window which allows brand building and consumer experience at the point of purchase. The Teremana experience, Share the Mana will continue with pop-up spaces, exploring the spirit’s provenance and the craft that goes into each bottle, educating consumers on tequila and introducing Teremana globally.”
Teremana is crafted using only 100% fully mature Blue Weber agave, which is slowly roasted in small, traditional brick ovens for over 72 hours. It is only distilled 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 addition to travel retail, Teremana launched into the UK, Australia, UAE and Germany in 2024. This year, Teremana will launch into 20 more domestic markets across Europe, Asia Pacific, South America and Africa.
