The Rock’s Teremana Tequila is coming to GTR

Mast Jägermeister is launching Dwayne ‘The Rock’ Johnson’s Teremana Tequila in global travel retail (GTR).

The full Teremana portfolio – Blanco, Reposado and Añejo – will be available in select international airport stores worldwide.

At the same time, Mast Jägermeister will release super-premium brand Gin Sul in GTR. The brand was Mast Jägermeister’s first strategic partnership with another spirit.

Tobias Witte, Mast Jägermeister vice-president global travel retail, said: “We are the exclusive distribution partner across all markets for Teremana and Gin Sul, and bring global sales, marketing and logistics expertise to drive their continued success and growth.

“Teremana is a vibrant and dynamic brand, and we are really excited about working closely with Dwayne, our founder.

“Gin Sul is a small boutique brand at a very early stage of maturity and we look forward to developing its potential in travel retail.

“We are delighted to introduce consumers in airports around the world to Teremana and Gin Sul. We are especially thrilled to showcase Teremana to a diverse, global consumer audience in key international airports.

“We have exciting plans in place to establish the footprint of both brands and look forward to bringing them to fruition in the coming months and years in collaboration with our retail operator partners.”

Tequila sales in GTR are forecast to grow at a compound annual growth rate of 7% during the five years to 2027, Mast Jägermeister noted, citing data from IWSR Drinks Market Analysis.

The Tequila brand was co-founded by The Rock, Dany Garcia, Jenna Fagnan and Ken Austin.

Mast Jägermeister was appointed the global distributor of Teremana Tequila in early 2020. In February 2022, the German company took a minority stake in the Tequila brand.

Teremana Tequila sold one million nine-litre cases in a 12-month period, three years after it launched.