Mast-Jägermeister SE has unveiled a new global travel retail campaign for its premium tequila brand Teremana, introducing the “Crafted with Mana” platform across major international airports this summer. The initiative is designed to strengthen Teremana’s presence in the rapidly growing travel retail tequila category while highlighting the brand’s authenticity, craftsmanship, and cultural heritage.
The campaign will be activated at major airports including Frankfurt Airport, Munich Airport, London Heathrow Airport, Singapore Changi Airport, Sydney, Barcelona, Ibiza, and Cancún. According to Mast-Jägermeister SE, the campaign is expected to deliver more than two million brand impressions and engage over 10,000 travelers through sampling experiences and immersive retail activations.
Highlighting Authentic Tequila Craftsmanship
The “Crafted with Mana” concept focuses on the production story behind Teremana, which is made from 100% Blue Weber agave, slow-roasted in traditional brick ovens and distilled in copper pot stills. Through interactive displays and educational storytelling, the campaign seeks to differentiate Teremana within the premium tequila segment by emphasizing transparency and artisanal production methods.
Travelers visiting the activation zones will encounter branded retail environments featuring Teremana’s signature blue color palette, handcrafted structures, warm brick textures, and copper design elements intended to evoke the brand’s Mexican heritage and small-batch production philosophy.
Building on Teremana’s Travel Retail Momentum
Founded by Dwayne Johnson, Teremana has experienced rapid growth since entering the global travel retail channel in 2024. The brand’s earlier “Share the Mana” campaign helped establish its presence in key international airports across Europe and Asia-Pacific, educating consumers about tequila production and the brand’s provenance.
The word “Mana,” which originates from Polynesian culture and signifies spirit, energy, and authenticity, remains central to the brand’s identity. Combined with the Latin word “terra” (earth), Teremana translates loosely to “Spirit of the Earth.”
Stephanie Cleary, Marketing Director Global Travel Retail at Mast-Jägermeister SE, said the campaign is designed to move away from conventional luxury cues and instead focus on authenticity, emotional connection, and quality craftsmanship.
Growing Opportunity for Premium Tequila in Travel Retail
The launch comes as tequila continues to gain momentum within global travel retail, with retailers dedicating more shelf space to premium agave-based spirits. Industry observers note that consumer interest in tequila education, provenance, and premiumization continues to grow, creating opportunities for brands like Teremana to stand out through storytelling and experiential retail.
As competition intensifies in the premium tequila segment, Mast-Jägermeister SE is betting that immersive experiences and authentic brand narratives will resonate strongly with international travelers seeking premium spirits discoveries during their journeys.
