FRANCE. Teremana tequila has extended its ‘Share the Mana’ campaign to Paris Charles De Gaulle (CDG) Airport in partnership with Extime (the Joint Venture between Lagardère Travel Retail and Groupe ADP), marking the campaign’s return to Europe.
Teremana was founded by Hollywood superstar, businessman and former professional wrestler Dwayne ‘The Rock’ Johnson and co-owned by Mast Jägermeister, which is also the exclusive distribution partner.
Throughout September, the brand is running an impressive 29sq m activation in CDG Terminal 2E. The pop-up invites travellers to discover Teremana’s premium tequila, learn about its production and share their own stories through interactive experiences.
The engaging displays showcase movie star Dwayne Johnson and his passion for Teremana, featuring large blue agave plants in terracotta pots.
The activation space highlights the artisanal production techniques used at Destilería Teremana de Agave in Jalisco, Mexico, where the tequila is crafted. Travellers can sample three of the brand’s tequila expressions: Teremana Blanco (€49.99), Teremana Reposado (€54.99) and Teremana Añejo (€64.99), with tasting options such as the Teremana Grapefruit Highball.
Shoppers can also scan a QR code to learn more about the brand and participate in a social media contest to win a US$5,000 travel voucher.
Mast-Jägermeister Marketing Director Global Travel Retail Stephanie Cleary said: “Our Share the Mana campaign is playing a huge role both educating consumers on tequila and introducing Teremana globally.
“The activation is expected to reach over 1 million international passengers travelling through Terminal 2E in September, boosted by visitors to the Paralympics 2024.”
This activation is part of Teremana’s broader efforts to promote its handcrafted tequila, which is made from 100% fully mature Blue Weber agave, roasted in traditional brick ovens and distilled in handmade copper pot stills.
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).
Since its launch, Teremana has received numerous awards, including Gold at the San Francisco World Spirits Competition, Gold at the Bartender Spirits Awards and Gold at the New Orleans Spirits Competition. ✈
