GERMANY. Mast-Jägermeister has partnered with Frankfurt Airport Retail (the joint venture between Fraport and Gebr. Heinemann) to launch a 24sq m Teremana pop-up at Frankfurt Airport Terminal 3.
The activation, which runs to the end of October, brings the brand’s ‘Share the Table, Share the Mana’ concept to the recently-opened terminal’s central marketplace. It spotlights the provenance and production credentials of Teremana, the premium tequila brand founded by Hollywood actor and entrepreneur Dwayne ‘The Rock’ Johnson.
The Frankfurt animation takes travellers inside the world of Destilería Teremana. It brings to the life the three elements central to the Teremana tequila-making process: Blue Weber agave, the brick ovens used for roasting and the copper pot stills used for distillation.
At the pop-up, travellers can sample all three Teremana expressions: Blanco, Reposado and Añejo. They can also try the brand’s signature The People’s Margarita, served frozen.
The Frankfurt location is part of the wider Crafted with Mana pop-up campaign taking place across global travel retail, including at Munich, Sydney, Barcelona, Ibiza, London Heathrow, Cancun and Singapore airports over the summer.
The campaign has generated more than 2 million brand contacts and delivered samples to over 10,000 consumers to date, the brand owner said.
Mast-Jägermeister GTR Marketing Director Stephanie Cleary commented: “A table is just a table, but add people and a little mana, and something shifts. Conversations start, energy builds, stories take shape. We treat the table as more than furniture – when you share the table, you share the mana.” ✈
