Teremana appoints new CEOBy Georgie Collins
Tequila brand Teremana has named Richard Black as its new CEO to further establish the brand as a ‘Tequila of the people’.
The hand-crafted, small-batch Tequila is said to have seen ‘unprecedented growth’ since its launch with global strategic partner and co-owner Mast-Jägermeister in early 2020.
The brand is currently projected to reach 900,000 case sales in 2022.
“It’s been both humbling and exciting to witness the tremendous success of our Teremana Tequila as it continues to achieve record-breaking milestones in North America,” said co-founder Dwayne ‘The Rock’ Johnson.
“As we evolve our business and expand our distillery, we are proud to add proven industry leader, Richard Black, to our team as our new CEO.
“It’s with gratitude and mana that we take this exciting next leap forward with Richard as we expand Teremana into a global Tequila brand.”
Black will be responsible for building on the brand’s early success and further establishing the brand as a ‘Tequila of the people’.
Prior to joining Teremana Tequila, Black spent more than a decade working with Gruppo Campari, where he achieved success in his native country of South Africa and rose through the ranks to become the vice-president of marketing for the US market.
Black also helped to scale the early-stage growth of Westward Whiskey, which is now backed by Diageo’s investment arm, Distill Ventures, and competes in the American single malt category.
“I am honoured to join the Teremana family and work closely with Dwayne, Jenna [Fagnan], Ken [Austin], Dany [Garcia], the Lopez family and Mast-Jägermeister,” said Black. “Teremana is an exceptional spirit and brand and I’m excited to build on its success in North America, as well as expand internationally.
“The incredible quality of Teremana at such a great price point is something I have admired. Teremana is quickly becoming the spirit of choice.”
The Tequila is crafted at Destileria Teremana De Agave in the highest peaks of the Jalisco highland mountains.
With three expressions – a blanco, reposado, and an añejo – the name loosely translates as ‘spirit of the earth’, from the Latin word ‘terra’, meaning earth, and the Polynesian word ‘mana’, meaning spirit.
Earlier this year, Mast-Jägermeister confirmed it had taken on an investor role with the brand, with plans to make the spirit “the next major brand in our portfolio”.