Mast-Jägermeister has lined up a marketing push in eight airports for the Teremana tequila brand.
The activity, part of the mark’s ‘Crafted with Mana’ campaign, has been designed by the Germany-headquartered group to “differentiate [Teremana] in the premium tequila segment in GTR by reinforcing the brand’s authenticity, craftsmanship and emotional connection”. Featuring branded retail spaces, the push will feature in global travel retail operators’ outlets at Barcelona, Cancun, Frankfurt, Heathrow, Ibiza, London, Munich, Singapore and Sydney airports over the Northern Hemisphere summer.
Mast-Jägermeister acquired an unspecified-size stake in Teremana in early 2022, taking the brand into the global travel retail channel two years later.
“Teremana is standing out in the tequila category by rejecting polished premium cues and emphasising authenticity, craftsmanship and emotional connection,” said Mast-Jägermeister’s GTR marketing director, Stephanie Cleary. “The ‘Crafted with Mana’ platform invites consumers to appreciate tequila in a way that is deeply authentic and approachable and to discover Teremana’s provenance [and] artisanal production methods … .”
In results for the 12 months of 2025, shared by privately owned Mast-Jägermeister in March, the company saw its sales inch up by 1.8% on the year prior. The namesake liqueur flagship delivered a 7.7% volumes increase last year, to 9.2m nine-litre cases.
