Mast-Jägermeister reveals Teremana ‘Share the Mana’ pop-up with DFS at New York JFK Airport

USA. Mast-Jägermeister has launched premium tequila brand Teremana in travel retail with its ‘Share the Mana’ campaign. A supporting activation has been unveiled in partnership with DFS Group in New York John F. Kennedy International Airport Terminal 4.

Teremana is a small-batch handcrafted tequila brand from Jalisco, Mexico. It was founded in 2020 by Hollywood superstar, businessman and former professional wrestler Dwayne ‘The Rock’ Johnson.  

As reported, it is the fastest premium spirits brand to reach 1 million nine-litre cases in annual sales in the US. 

Muscling in on the tequila category: Hollywood heavyweight Dwayne ‘The Rock’ Johnson’s Madame Tussauds waxwork poses ready for selfies with shoppers at the JFK pop-up 

The pop-up is running for eight weeks and is expected to reach 6.7 million passengers travelling through the terminal, including 1.1 million international departures (source: Paxsmart February 2024). 

Later this month, Mast-Jägermeister will unveil another activation in collaboration with DFS at Los Angeles International Airport.

This will be followed by additional launches in the US in partnership with DFS: in July at Daniel K. Inouye International Airport and DFS Waikiki, Hilton Hawaiian Village; and in September at San Francisco International Airport.

Teremana tequila is handcrafted from mature, naturally sweet agave slow roasted in traditional brick ovens and distilled in copper pot stills. 

The name Teremana loosely translates to ‘spirit of the earth’, blending the Latin ‘terra’ for earth and the Polynesian ‘Mana’ symbolising a force for positivity and unity. 

Johnson said: “To now be able to ‘Share the Mana’ with more parts of the world is a privilege. Launching Teremana in global travel retail is a new chapter for us in creating this legacy brand I envisioned.” 

Elevating the tequila category 

The pop-up at JFK International Airport showcases Johnson’s waxwork figurine from Madame Tussauds. The sculpture is on tour, set to make appearances at select airports. 

The immersive space features blue agave plants in terracotta pots, a copper bar reminiscent of copper pot stills and digital videos showcasing the brand story. 

Mast-Jägermeister has launched three Teremana expressions in travel retail: Añejo (US$59.99), Reposado (US$49.99) and Blanco (US$45.99) 

Travellers are invited to sample the Grapefruit Highball cocktail featuring Blanco blended with grapefruit soda, while Reposado and Añejo are offered neat. 

As part of the campaign, visitors are asked to share a story of gratitude which is then displayed on the screen. Participants have the chance to win a prize.  

Later this year, Teremana activations will also be unveiled in Europe and Asia Pacific travel retail.  

DFS Global Senior Director, Merchandising Spirits Wine Tobacco Food Daniel Licari said: “It is truly remarkable to witness the launch of Teremana in travel retail in collaboration with DFS across major North American airports, such as Los Angeles, San Francisco and JFK.  

Can you smell what The Rock is cooking? Its Teremana small-batch tequila at JFK Airport

“DFS has eagerly awaited the availability of Teremana and thanks to our strong partnership with Jägermeister, this launch is turning an eagerly anticipated arrival into reality. 

“Tequila, as a sub-category within the spirits industry, has experienced unprecedented growth. With the introduction of Teremana, our already exceptional tequila collection will be elevated to new heights, solidifying our position as market leaders.” 

The accompanying visual campaign highlights Teremana’s tequila production techniques

Mast-Jägermeister Marketing Director Global Travel Retail Stephanie Cleary remarked: “Global travel retail is a lighthouse channel in the international expansion of Teremana and a key channel to build the brand.  

“This simultaneous launch in airports with the highest number of travellers across so many different markets is a first in the tequila category. 

“Our unique activation features the founder, Dwayne Johnson, at the forefront and will draw shoppers and selfie fans to explore Teremana, our exciting new tequila.” ✈

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