Mast-Jägermeister to stay full-throttle on Teremana in 2026

By Kevin Rozario | Wednesday, 12 November 2025 13:56

Tobias Witte, Mast-Jägermeister VP GTR, with Stephanie Cleary, Trade Marketing Director GTR at Los Mochis.

Germany-based Mast-Jägermeister has confirmed that, next year, it will maintain the global travel retail (GTR) activation momentum for Teremana, the tequila founded by Dwayne ‘The Rock’ Johnson in 2020.

At an exclusive tasting dinner in London on Tuesday night at Los Mochis in London – led by Teremana’s UK Brand Ambassador, William Solorzano – Jägermeister’s Trade Marketing Director GTR, Stephanie Cleary, told TRBusiness that 30 activations are pipelined for the brand in 2026, the same number as this year.

Los Mochis is a high-end Mexican-Japanese fusion restaurant in London.

At the restaurant – founded by hospitality entrepreneur Markus Thesleff and known for high-end Mexican-Japanese fusion cuisine – Cleary said: “In our first full year, our GTR activations reached 13 markets, including the UK, South Africa, and Singapore Changi and Sydney airports. We intend to keep the momentum going as a challenger brand in a hot category, though there is still a lot of education to do.”

Mast-Jägermeister, a co-owner of Teremana, has been the exclusive global distribution partner of the small-batch tequila since March 2020, but only launched the three-line label (Blanco, Reposado, and Añejo 1L) in GTR in April 2024.

Tobias Witte, Mast-Jägermeister Vice President Global Travel Retail, said: “Teremana has been out there for five years and has achieved record sales in the US. In GTR, we only launched 18 months ago, and we have been achieving global listings from the get-go. The channel is really showcasing the brand to travelling consumers all over the world, outside of Mexico, the US, and Canada, and reaching a global audience.”

All three of Teremana’s lines (miniatures shown here) were paired with different foods during the evening.

No market is off limits for Teremana

He added: “We decided to have activations at over 20 airports at the same time when launching, and we increased that in 2025 with 30 ‘Share the Mana’ activations at global airports. We’re here for the long run.” Other GTR locations that have the brand include Lima (Peru), Hong Kong, the Dominican Republic, and India. On the sub-continent, Delhi has already become one of the top 10 GTR locations for Teremana sales.

Witte told TRBusiness that nowhere is off limits for the brand, but that global hub airports remain a priority. On the education side, Cleary said: “As more tequila brands enter the market, the quality is improving, which is helping to shake off old ideas of tequila as a shots-only product. We are telling a story of quality and provenance, not just a shot with a lick of a lemon. As an industry, we are very excited about the category, but we have to bring consumers along on that journey as well. We are not just growing our slice of the pie but growing the whole tequila pie.”

On the domestic front, 20 markets are expected to be opened in 2026, following six last year, led by Europe. “It’s still a very young brand,” Witte pointed out, and one reason why Mast-Jägermeister is maintaining a strong launch schedule in domestic markets.