Craft spirits
Teremana focuses on authenticity and education in travel retail
Teremana, backed by exclusive distribution partner Mast Jägermeister, is carving a distinct space in travel retail with its small-batch, handcrafted tequila. Founded by Hollywood superstar, businessman and former professional wrestler Dwayne ‘The Rock’ Johnson, Teremana blends artisanal production with a consumer-first approach.
Mast Jägermeister Marketing Director Global Travel Retail Stephanie Cleary highlights the brand’s potential in the channel: “The tequila category is seeing strong growth in global travel retail; however, it is still a relatively small category. This means there is a huge opportunity for brands such as Teremana to build their presence.”
In 2023, just three years after its launch, Teremana became the fastest-growing premium spirits brand to sell 1 million 9-litre cases in the USA within a single year. Building on this success, Mast Jägermeister launched the brand in travel retail in April 2024.
“We are still in the launch phase in travel retail – so far sales have exceeded our expectations. It is exciting to see that consumers are increasingly seeking out tequila, learning about the category and experiencing the taste. Travel retail plays a huge role in building consumer awareness,” Cleary emphasises.
“Teremana has broad appeal, driving interest in the category as a whole and the brand itself” – Mast Jägermeister Marketing Director GTR Stephanie Cleary
Building awareness
Education and engagement are central to Teremana’s strategy. Cleary says, “Tequila is a growing category outside of the USA, but it will take time, and we need to nurture the growth and the category. When we launched Teremana we instigated activations straightaway to engage consumers and increase their knowledge of the tequila category and Teremana.”
The brand focused on key international airports as the launchpad and collaborated closely with operators worldwide. Its global campaign, Share the Mana, has reached 23 million consumers across 16 markets so far.
Cleary adds, “Share the Mana is part of the brand DNA and brings Teremana to life with unique experiences, showcasing its provenance and craft production techniques. Share the Mana is about expressing gratitude and being authentic, and with this campaign we are giving consumers the opportunity to share what they are grateful for.” Founder Dwayne Johnson is actively involved in the campaign, appearing in displays and connecting with consumers personally.
Mast-Jägermeister teamed up with Avolta to bring Teremana’s ‘Share the Mana’ campaign to Barcelona El-Prat Airport in July
From field to bottle
Premiumisation and authenticity are at the heart of Teremana’s appeal. Cleary explains, “Consumers are looking for craft brands with a great story and therefore Teremana has broad appeal, driving interest in the category as a whole and the brand itself. Of course, celebrities don’t come much bigger than Dwayne, however he is more than a celebrity endorser – he is the visionary who is building his legacy.
“He wanted to make the highest-quality, best-tasting tequila without cutting corners – and without the luxury price tag. Teremana is therefore a tequila of exceptional quality that is responsibly made and accessibly priced.”
Every bottle is meticulously crafted: only fully mature 100% Blue Weber agave aged six to eight years is selected, roasted in small brick ovens, and distilled in handmade copper pot stills. Teremana is additive-free and produced in small batches to preserve its distinct character.
Currently, the range includes three products – Blanco, Reposado and Añejo – representing the brand’s focus on quality. Cleary notes, “Dwayne was determined to make it the right way, by hand, even if it takes more time, and that approach continues – there are no shortcuts in the character-building process to make our award-winning tequila.”
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The Moodie Davitt eZine
Issue 346 | 17 September 2025
The Moodie Davitt eZine is published 6 times per year by The Moodie Davitt Report (MA Travel Retail). © 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 email kristyn@moodiedavittreport.com