SPAIN/USA. Teremana tequila has teamed up with Avolta to extend its ‘Share the Mana’ campaign to key airports including Josep Tarradellas Barcelona-El Prat and Newark Liberty International.
The premium tequila, founded by Hollywood superstar, businessman and former professional wrestler Dwayne ‘The Rock’ Johnson, is co-owned by Mast Jägermeister, which is also the exclusive distribution partner.
The campaign is being celebrated with an immersive pop-up, inviting travellers to discover the premium tequila and its production journey at the Destilería Teremana de Agave in the town of Jesús María, Jalisco.
Building on a big campaign at the Avolta Duty Free store in Madrid in July, the month-long pop-ups aim to connect with 3.5 million travellers passing through Barcelona-El Prat Airport and over half a million at Newark Airport, mainly bound for Europe.
The installations at both airports showcase engaging displays, with the image of Dwayne Johnson.
To complete the experience, travellers are encouraged to scan a QR code to learn how Mana makes a difference and share their message of appreciation on social media.
Participants have the chance to win a travel voucher worth US$5,000 and receive a Teremana tote bag with every purchase.
The Share the Mana space at Barcelona-El Prat Airport includes a tasting bar, showcasing three Teremana expressions including Blanco (€49.99/US$45.99), Reposado (€54.99/US$49.99) and Añejo (€64.99/ US$59.99).
Shoppers are invited to sample Teremana Blanco in a Grapefruit Highball cocktail.
Avolta Global Category Head of Liquor David de Miguel said: “We are proud to work with Mast-Jägermeister continuing to build awareness for Teremana and the tequila category in European travel retail.
“While Teremana has grown at unprecedented rates in North America, outside the territory tequila continues to be an exciting category and consumer interest is rapidly growing worldwide. With activations in both Barcelona and Newark, Teremana looks set to continue its expanding popularity.”
The brand has rapidly grown, becoming the fastest premium spirits brand to sell 1 million 9-litre cases in the USA within a 12-month period in 2023 (source: IWSR).
Johnson commented: “To be able to share our Teremana Tequila with the world is a privilege and to illuminate its heritage is an honour. Our shared hope is that Teremana can become a legacy brand, one that brings people together – prioritising taste and quality – so that everyone can enjoy this wonderful spirit.”
Mast-Jägermeister Marketing Director Global Travel Retail Stephanie Cleary added: “Together with our partner, Avolta, we look forward to sharing the Mana with more of the world’s travellers at top airports. We are delighted with the performance of Teremana since its launch into global travel retail in April and the progress of our campaign to introduce the ethos of this award-winning tequila to new global markets.”
Teremana is crafted in small batches using traditional methods, with fully mature Blue Weber agave. It is slow-roasted in small brick ovens and distilled in handmade copper-pot stills, made by local artisans. Every step of the process is guided by a commitment to doing things the right way, with Mana, the brand owner noted. ✈
