AUSTRALIA. Teremana tequila has made its debut at the Heinemann Tax & Duty Free store in Sydney Airport in partnership with Heinemann Oceania.
The launch marks the tequila brand’s debut in Asia Pacific travel retail. The partners are bringing Teremana Tequila to life at the airport with a ‘Share the Mana’ pop-up running throughout July.
Mast-Jägermeister is co-owner and global distribution partner for Teremana tequila alongside American actor/wrestler Dwayne ‘The Rock’ Johnson’.
The animation showcases the tequila’s spirit’s provenance in Jesús María in the Highlands of Jalisco, Mexico at Teremana’s own distillery, Destilería de Agave.
It also highlights the traditional tequila craft techniques that go into each bottle of Teremana.
The Share the Mana activation features a tasting bar and a visual display that tells the story of the brand’s Jalisco roots. The back bar holds all three expressions of Teremana – Blanco, Reposado and Añejo (all ABV40%) – which consumers are invited to sample. The Teremana Blanco retails for A$90 (US$45.99), Reposado at A$99 (US$49.99) and Añejo at A$118 (US$59.99).
Travellers 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 (which converts to A$7,385). In addition, customers receive a special Teremana tote bag with every purchase.
Heinemann Asia Pacific Regional Director Purchasing Liquor, Tobacco, Confectionery and Beauty, Ranjith Menon says: “We are delighted to be the first operator in the region to launch and showcase Teremana with the Share the Mana campaign. Australia is an important market for tequila and we have high expectations for consumer interaction in-store and Teremana’s performance in the region.”
“July is one of the peak travel periods from Sydney Airport, with 760,000 international travellers forecast to depart,” added Mast-Jägermeister SE Vice-President Global Travel Retail, Tobias Witte.
“Share the Mana offers these travellers the chance to discover this hand-crafted and multi award-winning tequila. We predict strong interest in Teremana as tequila is the hot category in 2024 and the brand also launches this month into the Australia domestic market, one of the top ten tequila markets outside of the US.”
The name Teremana means spirit of the earth from the Latin word ‘terra’ meaning earth and the Polynesian word ‘Mana’, meaning powerful spirit or status. Mana is the philosophy at the core of the Teremana brand, which means sharing positive energy, bringing people together and doing the right thing.
According to Mast-Jägermeister, tequila sales in global travel retail are predicted to achieve a five-year CAGR by volume to 2027, according to IWSR. ✈
