INTERNATIONAL. Mast-Jägermeister has introduced Teremana Tequila’s ‘Share the Mana’ campaign at three international airports: Abu Dhabi Zayed, Johannesburg O.R. Tambo and London Luton.
The campaign also returns to London Heathrow Airport Terminal 5 and New York John F. Kennedy International Airport Terminal 4.
According to Mast-Jägermeister, during this four-week campaign phase 4.7 million passengers are expected to travel through these airports.
The ‘Share the Mana’ activations highlight the artisanal production techniques used at Destilería Teremana de Agave in Jalisco, Mexico, where Teremana Tequila is crafted.
The brand was founded by Hollywood superstar, businessman and former professional wrestler Dwayne ‘The Rock’ Johnson and is co-owned by Mast Jägermeister (also the exclusive distribution partner).
At the pop-ups, travellers can sample all three of the brand’s expressions: Blanco (€49.99) served with grapefruit soda, and Reposado (€54.99) and Anejo (€64.99) served neat.
Travellers who purchase a bottle receive a Teremana ice cube tray, designed to make large cubes embossed with the brand icon, inspired by Dwayne Johnson’s tattoo.
The activations also encourage them to share stories of gratitude, with brand ambassadors offering polaroid photos to capture ‘the Mana moment’.
While international airports remain the focus for Teremana in 2025, Mast-Jägermeister is widening distribution to include ferries and border stores.
Mast-Jägermeister Marketing Director Global Travel Retail Stephanie Cleary said, “We are delighted with the performance of Teremana since its launch into global travel retail just over one year ago.
“Global travel retail 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 Tequila is crafted using 100% fully mature blue weber agave, slow-roasted in traditional brick ovens and distilled in handmade copper pot stills – a commitment to traditional processes that has helped distinguish the brand in the competitive tequila market. ✈
