Mast Jägermeister has expanded its travel retail portfolio with the introduction of Teremana Tequila and Gin Sul.
Premium tequila Teremana is launching its full range – Blanco, Reposado and Añejo – across selected international airports and in domestic markets throughout 2024.
Launched in 2020, Teremana is a small-batch hand-crafted tequila brand made in Jalisco, Mexico. It was founded by former wrestler and actor Dwayne ‘The Rock’ Johnson and is the fastest premium spirits brand to reach one million nine-litre cases in annual sales in the US.
Teremana’s travel retail push will leverage the expected +7% Compound Annual Growth Rate (CAGR) growth of the tequila category in the channel from now until 2027.
Super-premium gin Gin Sul marks Mast Jägermeister’s first strategic partnership with another spirits brand. It is currently available across 17 domestic markets and will be stocked in select travel retail stores globally.
With roots in Portugal, Gin Sul is a dry gin crafted in Hamburg with fresh Algarve lemons.
Mast Jägermeister Vice-President Global Travel Retail Tobias Witte said: “We are the exclusive distribution partner across all markets for Teremana and Gin Sul and bring global sales, marketing and logistics expertise to drive their continued success and growth.
“Teremana is a vibrant and dynamic brand and we are really excited about working closely with Dwayne, our Founder. Gin Sul is a small boutique brand at a very early stage of maturity and we look forward to developing its potential in travel retail.
“We are delighted to introduce consumers in airports around the world to Teremana and Gin Sul. We are especially thrilled to showcase Teremana to a diverse, global consumer audience in key international airports.”
He added: “We have exciting plans in place to establish the footprint of both brands and look forward to bringing them to fruition in the coming months and years in collaboration with our travel retail operator partners.” ✈
