Teremana, the premium tequila founded by Dwayne ‘The Rock’ Johnson, is bringing its Share the Mana campaign to Avolta customers this month with high impact activations at Newark Liberty International Airport in the U.S. and Josep Tarradellas Barcelona-El Prat Airport in Spain.
Teremana’s global distribution partner Mast-Jägermeister SE is collaborating with Avolta by launching pop-up space that explores the spirit’s provenance and the craft that goes into each bottle at Destilería Teremana de Agave, located in the small town of Jesús María in the highlands of Jalisco.
Following a July campaign at the Avolta Duty Free store in Madrid, the month-long pop-ups bring the Teremana experience to 3.5 million passengers expected to travel through Barcelona airport and over 0.5 million people expected to travel through Newark, mainly going to Europe.
At both airports, the installations include prominent and engaging displays, featuring Teremana’s Founder, Dwayne Johnson. As part of the experience, shoppers scan a QR code, allowing them to discover how Mana makes the difference, while Sharing the Mana through their own stories of gratitude on social media. Partici-pants also have the chance to win a travel voucher worth US$5,000 and receive a Teremana tote bag with every purchase.
In Barcelona there is a Teremana tasting bar for travelers to try all three expressions of Teremana: Blanco (€49.99/US$45.99), Reposado (€54.99/US$49.99) and Añejo (€ 64.99/ US$59.99) 1L ABV 40% and consumers are invited to sample Teremana Blanco in a Grapefruit Highball cocktail.
“We are proud to work with Mast-Jägermeister continuing to build awareness for Teremana and the tequila category in European travel retail,” says Avolta Global Category Head of Liquor, David de Miguel. “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.”
Mast-Jägermeister Marketing Director Global Travel Retail, Stephanie Cleary says: “Together with our partner, Avolta, we look forward to sharing the Mana with more of the world’s travelers 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.”
In 2023, only three years after its debut, Teremana became the fastest premium spirits brand to sell 1m 9-liter cases within a 12-month period in the U.S., reports IWSR.
