‘Share the Mana’ – Teremana Tequila unveils sustainable Earth Day packaging with Gebr. Heinemann

GERMANY. In celebration of Earth Day (22 April), Teremana Tequila (Mast Jägermeister) has introduced a new sustainable packaging initiative.

The environmentally conscious packaging debuted this week at Frankfurt International Airport, as part of Teremana’s ‘Share the Mana’ campaign in partnership with Gebr. Heinemann.

Teremana Tequila, founded by Hollywood superstar, businessman and former professional wrestler Dwayne ‘The Rock’ Johnson, is co-owned by Mast Jägermeister, also the exclusive distribution partner.

Each purchase of Teremana at the Heinemann store includes a limited-edition, biodegradable gift bag made from natural silk fibres. The initiative is designed to reduce plastic waste while offering a premium Teremana brand experience.

The ‘Share the Mana’ activation at Frankfurt Airport invites travellers to discover Teremana’s three expressions via an immersive tasting experience. Customers can sample Teremana Blanco (€49.99) in the signature Teremana Grapefruit Highball, alongside the Reposado (€54.99) and Añejo (€64.99) expressions.

The launch aligns with Teremana’s core values, rooted in the philosophy of ‘Sharing the Mana’ – a guiding ethos centred on gratitude, community and doing the right thing for people and planet. The brand continues to focus on sustainability across its operations, including transforming 100% of its leftover agave fibres into compost to nurture future agave crops.

Developed in collaboration with sustainable packaging specialist INOArmor, the design features ‘silk pillow’ technolog, an impact-resistant, biodegradable material capable of withstanding drops of up to ten feet onto concrete. This innovation offers a responsible alternative to conventional foam and plastic packaging, further supporting Teremana’s commitment to reducing its environmental footprint across the supply chain.

Mast Jägermeister GTR Marketing Director Stephanie Cleary said, “This Earth Day initiative demonstrates Teremana’s commitment to doing things the right way – with care, innovation and purpose – and to creating more sustainable ways to share Teremana with the world.

“Teremana is proud to take another step forward in reducing environmental impact and delivering a more sustainable experience for shoppers.”