Teremana launches holiday campaign

Dwayne ‘The Rock’ Johnson’s Teremana Tequila has partnered with American Greetings to make e-cards for the festive season.

Within its virtual ‘Mana Holiday House’ experience, fans are offered free holiday e-cards where they can share messages with each other, as well toast to the season with Teremana recipes from top bartenders. Bartenders include the likes of Leyenda’s Janice Bailon and Keyatta Mincey Parker from A Sip of Paradise Garden.

The cards are available until 31 December.

The brand cited a study by Wired research for the move, where it was shown that 78% surveyed feel disconnected from their loved ones; seven out of 10 said that thoughtful messages are more valuable to them than gifts; 29% find interactions with friends and family to be surface-level; and 44% don’t take the time to send messages to feel more connected during the holidays.

This happens while, according to the Greeting Card Association, 1.6 billion cards get sent annually each year in the US.

The brand also noted that the reduction in gift spending over the season due to the cost of travel, aligns with its mission: ‘Time and togetherness are the most cherished gifts this season. For those unable to travel, thoughtful messages can bridge the gap, making Teremana’s campaign especially timely’.

Nerd Wallet findings revealed that 49% of Americans plan to spend an average of US$2,330 on travel during the holidays, which means this expense is causing 24% to spend less on holiday gifts to be able to travel.

Johnson said to The Spirits Business: “I’m excited for us to help people carve out extra time to come together and connect through stories this season. Together, we can create the special feeling of home that the holidays are all about, best shared over delicious Teremana Tequila, of course!”

At the Mana Holiday House, after sharing a mana story, guests can also then be in with the chance to win prizes, led by an ‘ultimate holiday staycation’ (valued at more than US$17,000), plus many more giveaways.

In addition, Teremana will be ushering in festive celebrations at Hudson Yards in New York City from 7-8 December and at The Grove in Los Angeles from 14-15 December.

Both pop-ups will have space for fans to share their stories on a Mana Christmas tree and enjoy complimentary Teremana cocktails and treats.

“The holidays are special as it’s a time of year for all of us when Mana comes to life in the spirit of the season. It’s less about where and how we celebrate but about connecting with one another and sharing Mana,” added Johnson.

“It’s so cool and very special to me that we can create moments to share Mana this way, as it’s through telling our stories that we develop deeper ties. Our hope is that by sharing and hearing each other’s Mana stories, we can help make everyone feel more connected and at home this holiday season – as home is where the Mana is!”

It’s been a groundbreaking year for the brand. So far in 2024, Teremana has grown its global presence, undergone expansion for its distillery, launched in the UK and sold one million nine-litre cases last year.