The 24sqm pop-up brings Teremana’s Crafted with Mana platform to life through its ‘Share the Table, Share the Mana’ concept.

Mast-Jägermeister SE has brought Teremana Tequila’s global travel retail campaign to Frankfurt Airport’s new Terminal 3, building on a summer roll-out that has already reached travellers at seven other airports worldwide.

Running until the end of October, the 24sqm pop-up is located on the Market Place, the terminal’s central concourse, and brings Teremana’s Crafted with Mana platform to life through its ‘Share the Table, Share the Mana’ concept.

At the heart of the experience is a communal table designed to encourage travellers to spend time with the brand while discovering more about its Mexican provenance and production.

Mast-Jägermeister SE GTR Marketing Director Stephanie Cleary said: “A table is just a table, but add people and a little mana, and something shifts. Conversations start, energy builds, stories take shape. We treat the table as more than furniture – when you share the table, you share the mana.”

The activation takes travellers inside Destilería Teremana through storytelling centred on three elements of the production process: Blue Weber agave, the brick ovens used for roasting and the copper pot stills used for distillation. Visitors can sample all three Teremana expressions – Blanco, Reposado and Añejo – alongside a frozen version of the brand’s signature People’s Margarita serve.

Founded by Dwayne ‘The Rock’ Johnson, Teremana entered global travel retail two years ago. The tequila is produced in small batches using 100% Blue Weber agave at Destilería Teremana de Agave in Jesús María in the Jalisco Highlands, Mexico.

At the heart of the experience is a communal table designed to encourage travellers to spend time with the brand.

Frankfurt is the latest stop for Crafted with Mana following activations at Munich, Sydney, Barcelona, Ibiza, London Heathrow, Cancun and Singapore airports this summer. According to Mast-Jägermeister SE, the campaign has so far generated more than two million brand contacts and sampled over 10,000 consumers. The wider campaign is designed to make Teremana’s provenance and production methods more accessible to travellers as the brand continues to build its presence within the premium tequila segment in global travel retail.

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