SINGAPORE/INDIA. Teremana, the premium tequila founded by Hollywood superstar, businessman and former professional wrestler Dwayne ‘The Rock’ Johnson, has extended its ‘Share the Mana’ campaign to Asia travel retail.
Throughout August, the brand’s co-owner and global distribution partner Mast-Jägermeister has run immersive pop-ups in partnership with Lotte Duty Free at Singapore Changi Airport and Ospree Duty Free at Mumbai Chhatrapati Shivaji Maharaj International Airport.
As reported, the campaign was introduced at Sydney Airport last month in collaboration with Heinemann Oceania.
‘Share the Mana’ aims to educate passengers about the tequila category and Teremana’s craft production methods at its distillery, Destilería de Agave, located in Jesús María in the Jaliscan Highlands, Mexico.
The tequila is made from 100% mature blue weber agave, roasted in traditional brick ovens for over 72 hours and distilled in copper pot stills.
At the activations in Singapore and Mumbai, travellers can sample the Teremana Blanco, Reposado and Añejo expressions and receive a free tote bag with every purchase.
Shoppers can scan a QR code at the pop-up to share their own ‘Share the Mana’ stories on social media for a chance to win a travel voucher worth US$5,000.
The brand is soon planning to launch in Malaysia, South Korea, Vietnam, Philippines and other airport locations in India, followed by China in December.
Ospree Duty Free CEO Avishek Bambii Das said: “Tequila is a very new category in the region, and we’re excited that Dwayne Johnson’s Teremana is one of the first that travellers are introduced to as an authentic, high-quality example to get them excited about the spirit.
“We are also delighted that Mast-Jägermeister is highlighting the launch and bringing this brand to life for passengers.”
“We are excited to launch Teremana in so many airports across the region in the coming months,” remarked Mast-Jägermeister Asia Pacific Global Travel Retail Director of Customer Development Francois Picquot.
“The demand for tequila is increasing rapidly, accompanied by a huge thirst for knowledge. Our ‘Share the Mana’ campaign explains to travellers what the heritage of this Mexican spirit is all about and what makes Teremana so distinctive and special.”
In 2023, three years after its debut, Teremana became the fastest premium spirits brand to reach sales of 1 million nine-litre cases in a single year in the USA [source: IWSR]. ✈
