Teremana Tequila, the premium, small-batch tequila founded by Dwayne ‘The Rock’ Johnson, is celebrating National Tequila Day this week (24 July) with a high-profile ‘Crafted with Mana’ airport activation campaign.
The campaign also includes a striking makeover of The Moodie Davitt Report desktop homepage along with an elegantly curated treatment of our mobile website.
Since entering the travel retail channel through its international distribution partnership with Mast-Jägermeister, Teremana has continued to expand its presence at key travel retail locations around the world.
Through its new Crafted with Mana airport activation campaign, Mast-Jägermeister aims to differentiate Teremana in the premium tequila segment by “reinforcing the brand’s authenticity, craftsmanship and emotional connection with travellers”, a statement said.
Over the summer, the campaign will generate over two million brand contacts and sample with over 10,000 consumers, who will taste the Teremana range and the new Mana Paloma.
National Tequila Day honours the craftsmanship, agricultural practices and rich cultural roots behind Mexico’s main spirit.
Produced under its own NOM 1613 at Destilería Teremana de Agave located in the small town of Jesús María in the highlands of Jalisco, Mexico, Teremana “combines centuries-old tradition with a vision of community and positive energy”, said the brand owner.
“Sharing the Mana is a beautiful philosophy which creates a standout offering in the tequila category,” said Mast-Jägermeister Marketing Director Global Travel Retail Stephanie Cleary.
“Global travel retail is a unique platform to introduce shoppers to the Teremana experience at the point of purchase and Crafted with Mana provides fantastic stopping power, enhancing the traveller experience. Please join us in raising a toast to National Tequila Day with a Mana Paloma.”
The Mana Paloma features a measure of Teremana Blanco, a generous pour of grapefruit juice, a squeeze of lime juice and agave syrup to taste. Serving suggestions are to mix in a glass filled with ice and stir gently to combine. Top with soda water, add a pinch of salt and garnish with a grapefruit wedge.
Teremana is crafted from the cooked and fermented juice of the agave plant and made using 100% fully mature Blue Weber agave. Teremana is slowly roasted in traditional brick ovens for more than 72 hours, before being distilled in handmade copper pot stills crafted by local artisans. ✈
