Travellers at Barcelona-El Prat Airport can immerse themselves in the world of premium tequila through special tastings, where they can also gain insights into the unique Blue Weber agave plant, the key ingredient responsible for the distinct flavor profile of this celebrated spirit.
SPAIN/USA. In an exciting collaboration, Teremana tequila has partnered with Avolta to expand its ‘Share the Mana’ campaign to major airports, including the bustling Josep Tarradellas Barcelona-El Prat and Newark Liberty International, making it more accessible to global travelers.
Founded by Hollywood superstar, businessman, and former professional wrestler Dwayne ‘The Rock’ Johnson, the premium tequila brand is co-owned by Mast Jägermeister, which serves as its exclusive distribution partner, further enhancing its reach in the competitive spirits market.
Travellers passing through Barcelona-El Prat Airport are encouraged to ‘Share the Mana,’ with the enticing opportunity to win a prestigious US$5,000 travel voucher, adding an extra incentive for those looking to explore what the brand has to offer.
The campaign is marked by an engaging pop-up experience, allowing travelers to delve into the captivating journey of Teremana tequila, right from its origins at the Destilería Teremana de Agave in the charming town of Jesús María, Jalisco.
Building on a successful campaign that unfolded at the Avolta Duty Free store in Madrid last July, the month-long pop-ups aim to connect with an impressive 3.5 million travelers navigating through Barcelona-El Prat Airport, alongside over half a million in Newark, many of whom are traveling to Europe.
Teremana Tequila stirs excitement at Newark Liberty International Airport
The impressive installations at both airports boast captivating displays featuring the iconic image of Dwayne Johnson, drawing the attention of passersby and tequila enthusiasts alike.
To elevate the experience, travelers are invited to scan a QR code that reveals how Mana makes a difference, encouraging participants to share their thoughts and appreciation on social media platforms, amplifying the brand’s message of connection and community.
Additionally, participants have the chance to win a travel voucher worth a remarkable US$5,000 while being rewarded with a stylish Teremana tote bag with every purchase made at the pop-up.
The Share the Mana space at Barcelona-El Prat Airport features a tasting bar, where tequila aficionados can sample three distinct expressions of Teremana, including Blanco (€49.99/US$45.99), Reposado (€54.99/US$49.99), and Añejo (€64.99/US$59.99), offering a delightful exploration of flavors.
Shoppers are invited to indulge in the refreshing Teremana Blanco served in a flavorful Grapefruit Highball cocktail, adding a flavorful twist to their tasting experience.
Avolta Global Category Head of Liquor David de Miguel expressed pride in collaborating with Mast-Jägermeister to elevate the awareness of Teremana and the tequila category within European travel retail, noting that the brand’s rapid growth in North America indicates a burgeoning international interest.
With activations in both Barcelona and Newark, Teremana is poised for continued expansion and rising popularity within the global spirits market.
In 2023, Teremana made history by becoming the fastest premium spirits brand to sell 1 million 9-litre cases in the USA within just 12 months, reflecting the brand’s explosive growth trajectory (source: IWSR).
Johnson shared his enthusiasm, stating: “To be able to share our Teremana Tequila with the world is a privilege and to illuminate its heritage is an honour. Our shared hope is that Teremana can become a legacy brand, one that brings people together – prioritising taste and quality – so that everyone can enjoy this wonderful spirit.”
Mast-Jägermeister Marketing Director Global Travel Retail Stephanie Cleary expressed excitement about the collaboration with Avolta, looking forward to introducing this award-winning tequila to a broader audience at prominent airports worldwide. She noted the impressive performance of Teremana since its global travel retail launch in April and the campaign’s positive progress in reaching new international markets.
Teremana is crafted in small batches using traditional methods, highlighting a meticulous process that involves the use of fully mature Blue Weber agave. The agave is lovingly slow-roasted in small brick ovens and distilled using handmade copper-pot stills, expertly crafted by local artisans. Each step of production reflects a steadfast commitment to quality and authenticity, ensuring that every bottle embodies the essence of its origins, all while embracing the spirit of Mana that the brand stands for. ✈
**Interview with David de Miguel, Avolta Global Category Head of Liquor**
**Editor:** Thank you for joining us today, David. The ‘Share the Mana’ campaign featuring Teremana tequila at Barcelona-El Prat Airport sounds exciting! Can you tell us more about what travelers can expect from this unique pop-up experience?
**David de Miguel:** Absolutely! We’re thrilled to bring the ‘Share the Mana’ campaign to Barcelona-El Prat Airport. Travelers will have the chance to immerse themselves in the world of premium tequila through tastings at our pop-up. They’ll discover the rich story behind Teremana, starting from its origins with the Blue Weber agave in Jalisco, and even sample our three expressions: Blanco, Reposado, and Añejo. It’s not just about tasting tequila; it’s about experiencing the culture and story behind it.
**Editor:** That sounds like a fantastic experience. How does this campaign contribute to the promotion of Teremana tequila in European travel retail?
**David de Miguel:** This campaign is vital in expanding Teremana’s presence in the European market. By bringing our pop-up to key international airports, we’re able to connect with millions of travelers — around 3.5 million at Barcelona-El Prat alone. It allows us to showcase not just our products but also the lifestyle and community aspect of Teremana. Plus, with incentives like the chance to win a US$5,000 travel voucher, we’re encouraging engagement and excitement around the brand.
**Editor:** It’s interesting to hear about the community aspect. Could you elaborate on how ‘Share the Mana’ intertwines with social media and community engagement?
**David de Miguel:** Definitely! We encourage participants to scan a QR code at the pop-up which connects them to our online platforms. Travelers can share their tasting experiences and thoughts on social media, enhancing brand visibility and fostering a sense of community. This campaign is not just about the product; it’s about creating connections and memories that travelers can share with friends and family.
**Editor:** And what can customers look forward to in terms of exclusive offerings at the pop-up?
**David de Miguel:** In addition to sampling our tequila, every purchase at the pop-up will earn customers a stylish Teremana tote bag. They can also enjoy refreshing cocktails, like our Grapefruit Highball made with Teremana Blanco, which adds a fun twist to the tasting experience. We aim to create a memorable and engaging environment for our guests.
**Editor:** how do you feel about the collaboration with Dwayne Johnson and Mast Jägermeister in elevating Teremana’s profile?
**David de Miguel:** Partnering with Dwayne Johnson and Mast Jägermeister has been a great boost for Teremana. His iconic image draws attention, and together we’re able to reach a wider audience, reinforcing Teremana’s reputation as a premium tequila. It truly reflects the passion and authenticity behind the brand, which resonates with consumers everywhere.
**Editor:** Thank you, David, for sharing these insights with us. It sounds like an incredible opportunity for travelers at Barcelona-El Prat!
**David de Miguel:** Thank you for having me! We can’t wait to welcome everyone to the ‘Share the Mana’ pop-up experience.
