Premium tequila brand Teremana Tequila, co-founded by Hollywood actor and entrepreneur Dwayne ‘The Rock’ Johnson, is building on its global expansion with a high-profile launch at the Heinemann Tax & Duty Free store at Sydney Airport.

The Share the Mana pop-up was brought to life in partnership with co-owner and global distribution partner Mast-Jägermeister SE and was active throughout July.

The move makes Australia the first travel retail location in Asia Pacific for the brand.

“We are delighted to be the first operator in the region to launch and showcase Teremana with the Share the Mana campaign,” said Heinemann Asia Pacific Regional Director Purchasing Liquor, Tobacco, Confectionery and Beauty, Ranjith Menon.

“Australia is an important market for tequila and we have high expectations for consumer interaction in-store and Teremana’s performance in the region.”

As Dwayne Johnson commented: “To now be able to Share the Mana with Australia is a privilege.”

The installation – perfectly timed to capitalise on one of Sydney Airport’s peak travel periods – occupied a prime location at the Heinemann store entrance and featured a Teremana tasting bar and displays highlighting Teremana’s roots in Jalisco.

The back bar held all three expressions of Teremana – Blanco, Reposado and Añejo – with sampling available to consumers.

As part of the experience, staff invited shoppers to Share the Mana by scanning a QR code, allowing them to share their own stories of gratitude on social media.

All participants were in with a chance of winning a travel voucher worth US$5,000.

Plus, shoppers received a Teremana tote bag with every purchase.

“We predict strong interest in Teremana as tequila is the hot category in 2024,” said Mast-Jägermeister SE Vice-President Global Travel Retail, Tobias Witte.

Teremana (ABV 40%) hails from Jesús María in the Highlands of Jalisco at Teremana’s own distillery, Destilería de Agave.

The name Teremana means spirit of the earth from the Latin word ‘terra’, meaning earth, and the Polynesian word ‘Mana,’ meaning spirit. Indeed, Mana is the philosophy at the core of the brand, which means ‘sharing positive energy, bringing people together and doing the right thing’.

Teremana is crafted using fully mature blue weber agave, slow-roasted in small, traditional brick ovens and distilled in handmade copper pot stills crafted by local artisans.

The brand debuted in 2000 and, just three years later, became the fastest premium spirits brand to sell one million nine-litre cases within a 12-month period in the US*.

The RRPs for Teremana in travel retail are as follows: Blanco AUD $90 (US$45.99), Reposado AUD $99 and Añejo AUD $118.

*Source: IWSR 2023 Volumes in 000s 9LC; Premium-Spirits (excl. Low price & value quality)

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