Craft Spirits
Mast Jägermeister’s Tobias Witte on how Teremana brings the spirit of the earth
“We have seen a steady increase in demand for tequila in GTR in recent years, driven by consumers who are looking for quality, provenance, taste, something new and special.” So says Mast Jägermeister Vice-President of Global Travel Retail Tobias Witte who notes the shift in travel retail for premium craft offerings, particularly in the tequila category.
Witte shares insights into Teremana’s expansion in the channel and how partnerships with retailers are shaping the future of the growing craft spirits sub-category in travel retail.
The past few years have seen a steady rise in consumer interest in craft spirits. According to Witte, travellers today are looking for more than just a drink. He says: “We have seen a steady increase in demand for tequila in GTR in recent years, driven by consumers who are looking for quality, provenance, taste, something new and special.
Mast Jägermeister has tapped into this demand with the introduction of Teremana Tequila, a super-premium brand founded by Hollywood actor and entrepreneur Dwayne ‘The Rock’ Johnson with Mast Jägermeister the co-owner and exclusive distribution partner. In early 2024, Teremana made its travel retail debut in the USA and Europe before expanding to major travel retail operators globally.
The name Teremana loosely translates to ‘spirit of the earth’, blending the Latin ‘terra’ for earth and the Polynesian ‘Mana’ symbolising a force for positivity and unity.
Witte explains that the primary goal for Teremana in GTR is twofold: “Our task in GTR is to internationalise Teremana, introduce the brand and category to a global audience and explain tequila and the quality of the Teremana brand.
“Many people are discovering tequila for the first time in travel retail,” Witte observes. “So, it’s important for us to drive category education alongside the introduction of Teremana.”
What sets Teremana apart in a competitive market is its dedication to traditional craftsmanship. Witte explains: “Teremana has fantastic credentials: it is super premium, hand-crafted and small batch, made exclusively from blue agave made in the Jalisco Highlands of Mexico and its founder, Dwayne ‘The Rock’ Johnson is a huge star, known worldwide.
A growing demand for authenticity and craftmanship has popularised aged tequila in the GTR market, Witte notes
“Each bottle is meticulously crafted from 100% fully mature blue agave, slow roasted in traditional brick ovens and distilled in handmade copper pot stills. Rooted in the principles of quality and accessibility, Teremana embodies the spirit of Mana, a powerful force that inspires us to foster good energy, bring people together and do the right thing.”
This philosophy underpins Teremana’s values and resonates strongly with today’s conscious consumers.
Teremana is the major focus for Mast Jägermeister in 2024 and has helped the company’s travel retail business deliver double-digit sales growth in 2023. Teremana recorded a strong performance in North America, where revenues rose by +36% with 1.25 million 9-litre cases sold, making it the fastest premium spirits brand to reach 1 million nine-litre cases in annual sales in the USA. According to Mast-Jägermeister, there is a growing interest in the brand on an international scale.
Mast Jägermeister is seeking new ways to meet consumer expectations. Pictured: Gebr. Heinemann stores at Berlin Brandenburg Airport (above) and Sydney Airport (below)
Share the Mana
To support the launch, Mast Jägermeister rolled out an ambitious pop-up campaign, ‘Share the Mana’, which has played a pivotal role in bringing the brand’s story to life in the channel.
These included stand-out activations at airports in New York, Berlin, Frankfurt and London. In Europe alone, the Share the Mana campaign reached a projected 17 million passengers between April and June.
The Share the Mana pop-ups featured engaging displays that showcased Dwayne ‘The Rock’ Johnson and his passion for Teremana. They featured large blue agave plants in terracotta pots and a copper bar for sampling drives. A video highlighted the Teremana Distillery and agave fields, with the distillery workers and Johnson inviting consumers to Share the Mana by raising a glass in a toast of gratitude. The pop-up at New York JFK also featured a wax figure of ‘The Rock’ himself.
“We are focusing on the forecast continued growth in this category and rolling out our activation campaign, Share the Mana, around the world in key markets, reaching a massive global audience travelling through these hubs,” Witte explains. “Share the Mana is bringing Teremana to life with unique experiences, showcasing its provenance and craft production techniques.
“Share the Mana is part of the brand DNA – expressing gratitude and being authentic – and with this campaign we are giving consumers the opportunity to share what they are grateful for.”
Expanding on this success, the campaign has also made its way to Asia, where demand for premium tequila is growing rapidly. Throughout August, Mast-Jägermeister ran immersive pop-ups in partnership with Lotte Duty Free at Singapore Changi Airport and Ospree Duty Free at Mumbai Chhatrapati Shivaji Maharaj International Airport.
Looking ahead, Mast Jägermeister’s innovation pipeline is squarely focused on solidifying Teremana’s presence in global travel retail. In April 2024, the full range of Teremana – Blanco, Reposado and Añejo – was launched in travel retail, and the company is now concentrating on establishing these products in key markets.
While Witte acknowledges that the current focus is on building Teremana’s visibility, he hints at future opportunities for growth within the tequila category, noting that Mast Jägermeister is always looking for new ways to meet evolving consumer expectations.
In driving the success of new spirits categories like tequila, partnerships with retailers are crucial. Witte says: “Our retail partners are really excited about the growing interest in tequila and delighted to have Teremana on board sharing its story and educating consumers on the category. It’s also great to see that as demand grows, more retail space is being given to the category.”
As the demand for craft spirits continues to rise, Mast Jägermeister is well-positioned to take advantage of this momentum. With Teremana at the forefront, Witte sees a bright future for tequila in GTR, driven by consumer interest in authenticity, craftsmanship and meaningful brand experiences.
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The Moodie Davitt eZine
Issue 337 | 11 September 2024
The Moodie Davitt eZine is published 14 times per year by The Moodie Davitt Report (Moodie International Ltd). © All material is copyright and cannot be reproduced without the permission of the Publisher. To find out more visit www.moodiedavittreport.com and to subscribe, please e-mail kristyn@moodiedavittreport.com