Teremana® Tequila is turning holiday cocktail orders into charitable contributions, pledging to donate $1 to World Central Kitchen (WCK) for every bottle purchased at retail or every Teremana cocktail consumed at a venue — up to a cap of $100,000 — through January 15, 2027. The effort, branded Share a Drink, Share the Mana, runs through the brand's existing philanthropic arm, Teremana Together, and gives on-premise operators a ready-made narrative to build seasonal programming around.
For On-Premise Operators
Restaurants and bars participating in the campaign can point guests toward a dual benefit: a $1 meal donation with every Teremana cocktail purchased, alongside a consumer rebate of up to $10 back on two qualifying cocktail orders. Guests save receipts and redeem through teremana.com, with participating locations listed on the brand's holiday hub. For operators looking to differentiate their beverage program with a values-driven angle during one of the highest-volume periods of the year, the mechanics are straightforward and require no additional investment from the venue.
"Teremana was built on the belief that good energy is meant to be shared," said Richard Black, CEO of Teremana®. "Giving back is part of that spirit, and through our partnership with World Central Kitchen, we're extending the impact beyond our own tables to help provide meals for people in need."
Limited Gift Pack and Retail Play
On the retail side, Teremana has introduced a limited-time Holiday Gift Pack — available nationally while supplies last — bundling a 750mL bottle of Teremana Reposado with two mini bottles of Tajín seasoning and a custom salt rimmer. The kit is designed to lower the barrier for home entertaining and positions the brand squarely in the gifting set. Suggested cocktails tied to the pack include a Spiced Pomegranate Margarita and a Winter Spiced Paloma, both leaning into seasonal flavor profiles that translate well to bar menus.
The Tajín co-branding is a notable retail move: pairing a condiment staple of Mexican-inspired bars with a premium tequila SKU taps a cross-category purchase decision and reinforces the margarita-forward identity Teremana has cultivated since launch.
Cause Marketing in Spirits
World Central Kitchen, founded in 2010 by Chef José Andrés, has served more than 600 million meals globally in response to humanitarian and climate crises — a scale that gives the partnership credible weight for operators who want their cause-marketing activations to resonate with increasingly socially conscious guests. The $100,000 donation ceiling represents a meaningful commitment for a brand campaign, though the per-unit mechanic means the full amount is contingent on consumer participation.
For foodservice operators tracking beverage industry trends heading into 2027, the campaign reflects a broader shift in spirits marketing: attaching purchase occasions to social impact to deepen brand loyalty among millennial and Gen Z tequila drinkers. Teremana, produced at Destilería Teremana de Agave in the Jalisco highlands from 100% fully mature agave, has positioned itself in the premium small-batch tier — a segment where brand story and values increasingly drive on-premise menu placement decisions. The holiday window through mid-January gives operators several weeks of programming potential well beyond the December peak.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
