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Mast-Jägermeister invests in The Rock’s Teremana Tequila
German spirits company Mast-Jägermeister has gained a stake in Teremana Tequila, the brand co-founded by actor Dwayne ‘The Rock’ Johnson.
The Red Notice star launched Teremana in March 2020 in the US, along with co-founders Dany Garcia, Jenna Fagnan and Ken Austin.
The brand subsequently launched in Canada and Mexico, and sold around 300,000 nine-litre cases in its first year. In 2021, it more than doubled that figure, hitting 640,000 nine-litre cases.
“The launch of Teremana Tequila has been an unprecedented and historic success in North America,” said Johnson. “It has far exceeded all of our expectations and accelerating at an extraordinary pace towards its full potential.”
Teremana’s Tequilas are produced at a purpose-built distillery in Jesús Maria, Jalisco, Mexico, in partnership with the Lopez family, who also have a stake in the business. The range features blanco, reposado and añejo expressions.
Mast-Jägermeister, owner of the eponymous herbal liqueur, has served as Teremana’s exclusive distributor since its release, and has now bought a share of the The Rock’s brand for an undisclosed sum.
Through the new relationship, Mast-Jägermeister will further assist in the Tequila’s international sales, marketing and logistics strategies and bring ‘organisational structure’ to Teremana’s international rollout in the coming months.
“We have created a trailblazing, legacy partnership with Mast Jägermeister and have worked closely from a place of shared values, principles and a core belief in the Teremana brand,” said Johnson.
“It is now time to make Teremana Tequila a true global Tequila brand, to be enjoyed by the people around the world. Moving forward, we will work extremely hard to increase capacity, scale and distribution.”
Michael Volke, global CEO of Mast-Jägermeister SE, said his firm is “committed to having Teremana as the next major brand in [its] portfolio”.
“For our company, this is a very exciting opportunity to add such a strong and dynamic brand to our portfolio,” he commented.
“It is a great complement to our line of Jägermeister products, and we look forward to tapping our deep industry relationships to continue to expand its footprint in the US, as well as bring Teremana to top beverage markets of the world.”
For an in-depth look at the Teremana brand, read our Big Interview with Dwayne ‘The Rock’ Johnson.