Heinemann strikes Teremana Tequila deal for Sydney Airport

Mast-Jägermeister is introducing Teremana Tequila, founded by Dwayne ‘The Rock’ Johnson, to travellers at Sydney Airport.

The move, which was made possible by Mast-Jägermeister partnering with global airport duty-free operator Heinemann, means that Australia becomes the first market in Asia Pacific to showcase the brand.

Speaking to the drinks business, Mast-Jägermeister SE vice-president global travel retail, Tobias Witte admitted that he was “delighted” about partnering with Heinemann and described how getting the chance to launch Teremana Tequila in APAC travel retail at Sydney Airport chimed well with the notion of people wanting to “explore” and discover more about Tequila while travelling.

Activation at the airport will include a ‘Share the Mana’ pop-up space which will communicate the spirit’s provenance in Jesús María in Jalisco at Destilería de Agave and the craft techniques that go into creating each bottle.

The installation includes a Teremana tasting bar which holds all three expressions of Teremana: Blanco, Reposado and Añejo which consumers are invited to sample.

As part of the experience, staff will invite shoppers to participate by scanning a QR code, allowing them to share their own stories of gratitude on social media.

Witte told db: “Consumers are very interested in and keen to explore Tequila and this activation educates travellers on the category, whilst also introducing them to the brand and its philosophy and craftsmanship.”

Participants also have the chance to win a travel voucher worth US$5,000 and shoppers will receive a Teremana tote bag with every purchase.

Dwayne Johnson described the expansion to Australia as “a privilege”. Meanwhile, Heinemann Asia Pacific regional director purchasing liquor, tobacco, confectionery and beauty, Ranjith Menon explained: “Australia is an important market for Tequila and we have high expectations for consumer interaction in-store and Teremana’s performance in the region.”

Witte also revealed that “July is one of the peak travel periods from Sydney Airport, with 760,000 international travellers forecast to depart”.

He added: “We predict strong interest in Teremana as Tequila is the hot category in 2024 and the brand also launches this month into the Australia domestic market, one of the top ten Tequila markets outside of the US.”

In GTR, Teremana will retail at a range of bottle prices dependent upon the variant: For instance, Blanco will be available priced at €49.99 (US$45.99/AU$90); Reposado will be €54.99 (US$49.99/AU$99) and Añejo €64.99 (US$59.99/AU$118).