Teremana Tequila expands global presence

Dwayne ‘The Rock’ Johnson’s Teremana Tequila brand will enter five new markets this year and expand its travel retail presence.

Teremana Tequila will launch in the UK, Australia, Germany, United Arab Emirates and Colombia in 2024.

Within global travel retail, the brand will be available for the first time outside of North America since its launch in March 2020.

The move is part of the brand’s global expansion plan in partnership with Mast-Jägermeister, which took a stake in Teremana in February 2022.

In 2023, Teremana became the fastest premium spirits brand to sell one million nine-litre cases in 12 months in the US.

“When I created Teremana, I was determined to create a Tequila that is absolutely delicious, high quality and accessible to all, and I’m proud to say we achieved that,” said actor and wrestler Johnson.

“I’m incredibly humbled by the demand for Teremana at the global level and thrilled to deliver Teremana to consumers around the world. Mana is at the heart of everything we do at Teremana, and this has fuelled our purpose of sharing good energy, bringing people together, and doing things the right way. To now be able to share the Mana with more parts of the world is a privilege – cheers, my friends.”

Teremana is available in three expressions: blanco, resposado and añejo. The brand is made at its own distillery, Destileria Teremana de Agave (NOM 1613), located in the town of Jesús María in the Jalisco highlands.

Michael Volke, CEO and chairman of the executive board at Mast-Jägermeister, added: “We will serve the global expansion of Teremana Tequila through our exceptional global distribution capacity and brand building experience.

“As we work together to share Teremana with the world, we remain steadfast in our dedication to deliver an exceptional Tequila made with utmost integrity.”