Teremana, the premium, award-winning tequila founded by Dwayne ‘The Rock’ Johnson, is marking its first year in global travel retail, celebrating its success as it disrupts the tequila category and is on the way to achieving brand internationalization.
Since its April 2024 launch, the premium, small-batch tequila brand is available in all regions in global travel retail and has engaged with over 23m consumers across 16 different markets. Blanco (€49.99/US$45.99), Reposado (€54.99/US$49.99) and Añejo (€ 64.99/ US$59.99) 1L ABV 40% are all performing strongly, especially the two more premium styles, reports the company.
Teremana’s global distribution partner, Mast-Jägermeister SE is now driving distribution into new markets, in collaboration with operators around the world, as the launch phase continues. International airports remain the number one priority in 2025, but distribution will expand into other channels, including ferries and border stores.
“This past year has been a very exciting year, exceeding our expectations,” says Mast-Jägermeister SE Vice-President Global Travel Retail, Tobias Witte. “Travel retail is the perfect channel to establish Teremana’s global presence and we are very proud of the hard work by all parties to deliver such great results in a very short space of time.
“The tequila category is seeing strong growth globally and this trend is reflected in GTR in both volume and value. Tequila is also gaining traction with increased space dedicated in store. The future is exciting, as more consumers seek out tequila, learn about the category and experience the taste.”
Teremana is a premium, small-batch tequila, founded by Dwayne ‘The Rock’ Johnson. Teremana has its own unique NOM, 1613 and is crafted at Destilería Teremana De Agave nestled in the highest peaks of the Jalisco highlands. Each bottle is crafted from 100% fully mature blue agave, slow-roasted in traditional brick ovens and distilled in handmade copper pot stills. Three years after its debut, in 2023 Teremana® became the fastest premium spirits brand to sell 1 million 9-liter cases within a 12-month period in the US.
In addition to travel retail, Teremana also launched into four new domestic markets in 2024, including the UK Australia, UAE and Germany. This year, Teremana will launch into 20 more domestic markets across Europe, Asia Pacific, South America and Africa.
“We are delighted with the performance of award-winning Teremana since its launch into global travel retail just one year ago, as its expansion fuels international consumer awareness and demand,” says Mast Jägermeister SE Marketing Director Global Travel Retail, Stephanie Cleary. “Our task now in GTR is to continue to introduce the tequila category to a new global audience and engage consumers with the Teremana brand.”
In 2025, the Teremana Share the Mana campaign will continue with pop-up spaces, exploring the spirit’s provenance and the craft that goes into each bottle. The installations, including tasting bars and prominent and engaging displays, featuring Dwayne Johnson, offer consumers the chance to Share the Mana through their own stories of gratitude on social media.
