Sharing the Mana: How Teremana Is Rewriting The Tequila Playbook In Travel Retail
Less than a minute
Introduction by: Peter Marshall
Teremana’s success in travel retail is anything but accidental. Within just a year, this “small‑batch” tequila has moved from category curiosity to conversion engine, engaging 23 million consumers across 16 markets, and proving that tequila can be both premium and profoundly accessible.
And it’s not done through the star power of Dwayne “The Rock” Johnson alone, but via immersive brand theatre, smart pricing and disciplined category education that turns airport concourses into remarkable stages for “Share the Mana”. To find out more about how this momentum is being built – and sustained – I spoke with Stephanie Cleary, Marketing Director at Mast‑Jägermeister, who sits at the very heart of Teremana’s travel retail story.
