The Rock’s Teremana Tequila plans global rollout
Teremana, the Tequila brand co-founded by Dwayne ‘The Rock’ Johnson, will launch in more than 20 new markets in the next 12 months.
The brand will expand its global footprint in Europe, Africa and Asia, specifically launching in Brazil, Spain, France, South Africa, Japan, Indonesia and more.
“From day one, our vision for Teremana has been bigger than Tequila,” said Johnson. “It’s about sharing mana, that spirit of good energy, gratitude, and connection, with as many people as possible.
“Seeing Teremana expand into new markets is incredibly special to me because it means more people around the world will get to experience the craftsmanship, the heart, and the soul that go into every bottle.
“I’m grateful for this journey and excited that we get to raise a glass together, no matter where we are.”
In 2024, Teremana debuted in the UK, UAE, Australia, Colombia and Germany.
As part of its expansion, it launched its Share the Mana campaign, which brought the brand to life through activations in global travel retail locations across the US, Europe, and Asia-Pacific.
The Lopez family, who are third-generation agave growers and second-generation distillers, create the brand’s liquid.
Michael Volke, CEO and chairman of the executive board at Mast-Jägermeister, added: “Teremana Tequila’s expansion into new markets reflects not only the quality and authenticity that Dwayne Johnson, the Lopez family, and the team behind Teremana have built into the brand, but also the strength of our partnership.
“At Mast-Jägermeister, we are proud to play an integral role in bringing Teremana to new consumers around the world. Our passion and commitment to driving the success of Teremana’s global expansion, along with the strong partnership we share with DJ and the Lopez family, are at the heart of this journey.
“Our shared commitment to gratitude, integrity, and doing things the right way fuels our dedication to growing this brand for many years to come.”
In 2023, Teremana became the fastest premium spirits brand to sell one million nine-litre cases in 12 months in the US.
“Throughout our five-year journey with Teremana, we’ve approached growth with intention, never compromising on craftsmanship, taste or quality,” said Teremana’s CEO Richard Black. “Last year’s remarkable reception following our first international expansion confirmed what global trends show – consumers seek authentic, premium Tequila experiences.
“This expansion into new markets allows us to meet that growing demand and introduce new audiences to the connection that happens when people gather around Teremana Tequila.”
Last year’s Teremana’s Johnny Dennys told us what goes into making a new market launch successful.
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