You might expect flashy parties and fanfare when Dwayne “The Rock” Johnson’s tequila brand hits the road, but the Australian leg of Mana on the Road was all about gratitude.
Teremana’s global brand ambassador Alan Ruesga-Pelayo said the idea came from a lifetime spent behind the bar.
“I’ve learned that hospitality always begins with gratitude,” he told Mediaweek.
“Mana on the Road grew out of that same feeling – that sometimes the most powerful thing you can do is say thank you.”
At the heart of the activation is the Mana Mailbox, a space where guests can slow down, write a postcard to someone who inspires them and send a bit of good energy their way.
“You can’t see mana, but when someone says thank you, you can feel it,” says Ruesga-Pelayo.
“And that’s what this tour is all about – sharing that feeling, one postcard and one toast at a time.”
Bringing mana to Australia
Mana on the Road celebrated the unsung heroes who keep communities moving and “never stop showing up.”
Ruesga-Pelayo said the tour mirrors Teremana’s core values.
“For me, Mana on the Road was the perfect reflection of what Teremana stands for – good energy, connection and doing things the right way,” he said.
Every stop from Sydney to Brisbane gave guests a chance to engage with the brand in a meaningful way.
“We didn’t show up to sell tequila; we showed up to share gratitude,” he added.
“When people walk away smiling, feeling seen and maybe holding a postcard for someone they love… that’s when I know we’re truly sharing the mana.”
Connection before commerce
In an era where marketing often shouts louder than it listens, Teremana is focussed on creating genuine emotional connections rather than product-centric messaging.
“I’ve learned that people might forget a recipe, but they never forget how you made them feel,” said Ruesga-Pelayo.
He said putting people first makes the craft itself more meaningful.
“Of course we care deeply about craft – the brick ovens, the copper stills, the slow process – but that care means more when it starts with people,” he added.
“Gratitude is the first ingredient; tequila just helps us share it.”
Measuring hearts, not just heads
Most brands measure success in clicks and conversions, but Teremana takes a different approach.
“Anyone can count heads – we count hearts,” said Ruesga-Pelayo.
The team collected more than 500 handwritten postcards over the course of the Australian tour.
“Every one of those cards carries a story of gratitude – and that, to me, is the real measure of success,” he added
“Of course, we still track the tangible results – new menu placements, training and relationships that grow from those experiences – but those numbers only matter because of the feeling behind them.”
From Hollywood to the bar
Johnson’s global presence gives the brand instant recognition, but Ruesga-Pelayo says keeping it human is key.
“Dwayne’s vision gave us the foundation – a tequila made the right way and built on good energy – but my role, and our team’s role around the world, is to keep that spirit human and connected,” he said.
“He opens the door; it’s up to us to fill the room with mana.”
Ruesga-Pelayo said the goal is to make every guest feel seen and welcome.
“Wherever we go – whether it’s a small bar in Mexico, a rooftop in New York or the beaches of Australia – we lead with authenticity: slow brick-oven roasting, open-air fermentation, small-batch copper pot stills and a genuine respect for people,” he said.
Built on purpose, not promotion
With celebrity-backed spirits flooding the market, Teremana aims to stand apart by staying true to its roots.
“What sets Teremana apart is that it was built on purpose before promotion,” said Ruesga-Pelayo.
“We make tequila the old-school way… and we do it all at our own distillery You can taste the patience in every sip.”
Ruesga-Pelayo said that beyond the craft lies something more intangible: what he calls “good energy.”
“Many brands talk about image; we talk about gratitude. That’s why, wherever we go in the world, people don’t just taste Teremana, they feel it,” he said.
“There’s good energy behind this brand – the kind that starts with our founder’s vision and continues through every bartender, every guest, every postcard written at the Mana Mailbox.”