Mast-Jägermeister has rolled out a high-profile travel retail campaign highlighting Teremana, bringing the premium tequila brand to travellers across key international gateways this summer.
The ‘Crafted with Mana’ campaign will debut at Munich, Frankfurt, Sydney, Barcelona, Ibiza, London Heathrow, Cancún and Singapore airports, delivering more than 2 million brand impressions and reaching over 10,000 consumers through sampling activations.
Through immersive storytelling, the initiative highlights Teremana’s traditional small-batch production process, from the use of 100% Blue Weber agave and slow roasting in brick ovens to distillation in copper pot stills, reinforcing the brand’s commitment to quality, transparency and authenticity.
Designed to deliver an immersive brand experience, the activation spaces feature Teremana’s signature blue alongside warm brick textures, handcrafted design elements and copper finishes, creating a premium retail environment inspired by the brand’s heritage and craftsmanship.
The premium tequila 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).
Launched in global travel retail in 2024, Teremana reflects Johnson’s vision to create an authentic, high-quality tequila while championing his belief in “bringing people together and doing things the right way, without cutting corners”.
The tequila is produced exclusively under its own NOM (1613) at Destilería Teremana de Agave in the highland town of Jesús María, Jalisco, Mexico.
The name Teremana, which combines the Latin word terra (earth) with the Polynesian word Mana (spirit) to loosely mean ‘spirit of the earth’, holds deep personal significance for Johnson.
Mast-Jägermeister SE Marketing Director Global Travel Retail Stephanie Cleary said, “Teremana is standing out in the tequila category by rejecting polished premium cues and emphasising authenticity, craftsmanship and emotional connection.
“This campaign focuses on what truly makes Teremana special: our traditional small batch process, the quality of the product and of course the spirit of Mana.
“The Crafted with Mana platform invites consumers to appreciate tequila in a way that is deeply authentic and approachable and to discover Teremana’s provenance, artisanal production methods and the joy of the Teremana signature serve, the Mana Paloma.” ✈
