Teremana tequila partners with Avolta in "Share the Mana" campaign
Teremana and Avolta "Share the Mana" at Newark Liberty International
Teremana, the premium tequila founded by Dwayne ‘The Rock’ Johnson, has brought its "Share the Mana" campaign to Avolta customers on both sides of the Atlantic, through high impact activations at Josep Tarradellas Barcelona-El Prat Airport in Spain and Newark Liberty International Airport in the US.
Teremana’s global distribution partner, Mast-Jägermeister SE and leading travel experience player, Avolta are collaborating in a pop-up space that explores the spirit’s provenance and the craft that goes into each bottle at Destilería Teremana de Agave, located in the small town of Jesús María in the highlands of Jalisco.
Following a July campaign at the Avolta Duty Free store in Madrid, the month-long pop-ups bring the Teremana experience to 3.5 million passengers expected to travel through Barcelona airport and over 500,000 people expected to travel through Newark, mainly going to Europe.
With activations in both Barcelona (above) and Newark, Teremana looks set to continue its expanding popularity
At both airports, the installations include prominent and engaging displays, featuring Teremana’s Founder, Dwayne Johnson. As part of the experience, shoppers scan a QR code, allowing them to discover how Mana makes the difference, while "Sharing the Mana" through their own stories of gratitude on social media.
Participants also have the chance to win a travel voucher worth US$5,000 and receive a Teremana tote bag with every purchase.
In Barcelona, there is a Teremana tasting bar for travelers to try all three expressions of 1-liter, 40%ABV Teremana (Blanco (€49.99/US$45.99), Reposado (€54.99/US$49.99) and Añejo (€ 64.99/ US$59.99) consumers are invited to sample Teremana Blanco in a Grapefruit Highball cocktail.
David de Miguel, Avolta’s Global Category Head of Liquor, said, “We are proud to work with Mast-Jägermeister continuing to build awareness for Teremana and the tequila category in European travel retail. While Teremana has grown at unprecedented rates in North America, outside the territory tequila continues to be an exciting category and consumer interest is rapidly growing worldwide. With activations in both Barcelona and Newark, Teremana looks set to continue its expanding popularity.”
Teremana at Josep Tarradellas Barcelona-El Prat Airport in Spain
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.
Dwayne “The Rock” Johnson commented, “To be able to share our Teremana tequila with the world is a privilege and to illuminate its heritage is an honor. Our shared hope is that Teremana can become a legacy brand, one that brings people together – prioritizing taste and quality – so that everyone can enjoy this wonderful spirit.”
Stephanie Cleary, Mast-Jägermeister Marketing Director Global Travel Retail, added, “Together with our partner, Avolta, we look forward to 'Sharing the Mana' with more of the world’s travellers at top airports. We are delighted with the performance of Teremana since its launch into global travel retail in April and the progress of our campaign to introduce the ethos of this award-winning tequila to new global markets.”
Teremana has its own NOM, 1613 and is crafted using only fully mature Blue Weber agave, with slow roasting in small, traditional brick ovens, using 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.
