Jägermeister Parent Company Welcomes Gin Sul and Dwayne ‘The Rock’ Johnson’s Tequila to Travel Retail Range
Gin Sul, a craft brand, and Teremana Tequila, owned by Dwayne “The Rock” Johnson, join Mast Jägermeister’s travel retail range. (Photo: Teremana Tequila and Gin Sul)
Mast Jägermeister has recently expanded its travel retail portfolio by adding craft brand Gin Sul and the celebrity-backed Teremana Tequila to its global travel retail lineup, as reported by The Moodie Davitt Report on Wednesday.
Gin Sul, a spirit with roots in Portugal and crafted in Hamburg, offers a flavor profile infused with Algarve lemons, organic juniper and rosemary. In a nod to gin’s Dutch predecessor, Genever, Gin Sul is housed in white clay bottles. Currently available in 17 domestic markets, the boutique brand will now be stocked in select travel retail stores worldwide, further expanding its reach.
Beyond its popular German herbal liqueur, Jägermeister, Mast Jägermeister also produces a lesser-known sloe gin, SchlehenFeuer.
Meanwhile, Teremana Tequila, founded by Dwayne “The Rock” Johnson, is cited as one of the fastest-growing spirits brands in the U.S., per the report. The brand offers a range of premium tequilas, including Blanco, Reposado and Añejo, which will be available in selected international airports and domestic markets throughout 2024.
Tobias Witte, Vice President of Global Travel Retail at Mast Jägermeister, expressed enthusiasm about the partnership with both Teremana and Gin Sul.
“Teremana is a vibrant and dynamic brand and we are really excited about working closely with Dwayne, our founder,” Witte said, per The Moodie Davitt Report. “Gin Sul is a small boutique brand at a very early stage of maturity and we look forward to developing its potential in travel retail.”
“We are delighted to introduce consumers in airports around the world to Teremana and Gin Sul. We are especially thrilled to showcase Teremana to a diverse, global consumer audience in key international airports.”
“We have exciting plans in place to establish the footprint of both brands and look forward to bringing them to fruition in the coming months and years in collaboration with our travel retail operator partners.”
In another recent portfolio expansion, Illva Saronno, owner of the iconic Italian liqueur Disaronno, acquired Engine Gin.
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