Teremana Tequila celebrates a strong first year in global travel retail

Teremana Tequila is celebrating a successful first year in global travel retail, having made a notable impact since its debut last April.

In its first year, the premium small-batch tequila, founded by Hollywood superstar, businessman and former professional wrestler Dwayne ‘The Rock’ Johnson, has engaged over 23 million consumers across 16 different markets. Backed by exclusive global distribution partner Mast Jägermeister, Teremana has swiftly established a presence across all regions in GTR.

Its three expressions – Blanco (US$45.99), Reposado (US$49.99) and Añejo (US$59.99), all 1-litre, 40% ABV – have performed strongly, particularly for the two more premium variants, the company said.

Mast Jägermeister is rolling out Teremana Tequila in new markets, prioritising key international airports throughout 2025 while also targeting new channels such as ferries and border shops.

The brand’s physical presence in key travel retail locations is being supported by eye-catching displays and immersive storytelling through the ‘Share the Mana’ campaign. This will continue throughout 2025, with more airport pop-up spaces, exploring the provenance and the craft that goes into each bottle.

The installations will include tasting bars and educational displays, featuring imagery of Dwayne Johnson, and offer consumers the chance to Share the Mana through their own stories of gratitude on social media.

Watch the YouTube video above to see how Teremana Tequila made its mark at Berlin Airport during its European travel retail launch in 2024. Click here for our full story. 

Teremana’s success in travel retail mirrors its domestic market performance. In 2023, just three years after launch, it became the fastest-growing premium spirits brand to sell 1 million 9-litre cases in the USA within a single year, the brand owner said.

In 2024, Teremana entered four new domestic markets: the UK, Australia, the UAE and Germany. The brand is planning to roll out in 20 more domestic markets across Europe, Asia Pacific, South America and Africa this year.

“This past year has been a very exciting year, exceeding our expectations,” said Mast Jägermeister Vice President Global Travel Retail, Tobias Witte. “Travel retail is the perfect channel to establish Teremana’s global presence and we are very proud of the hard work by all parties to deliver such great results in a very short space of time.

“The tequila category is seeing strong growth globally and this trend is reflected in GTR in both volume and value. Tequila is also gaining traction with increased space dedicated in store. The future is exciting, as more consumers seek out tequila, learn about the category and experience the taste.”

“We are delighted with the performance of award-winning Teremana since its launch into global travel retail just one year ago, as its expansion fuels international consumer awareness and demand,” added Mast Jägermeister Marketing Director Global Travel Retail Stephanie Cleary. “Our task now in GTR is to continue to introduce the tequila category to a new global audience and engage consumers with the Teremana brand.”

Teremana Tequila is produced at Destilería Teremana De Agave, in the highlands of Jalisco, Mexico. With its own NOM (1613), the expression is crafted using 100% fully mature blue weber agave, slow-roasted in traditional brick ovens and distilled in handmade copper pot stills – a commitment to traditional processes that has helped distinguish the brand in the competitive tequila market.