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Mast-Jägermeister reveals next steps to ‘internationalise’ Teremana
German spirits company Mast-Jägermeister has revealed that its rollout plans to “internationalise” Teremana Tequila begin with the US and UK.
Speaking to the drinks business, Mast-Jägermeister trade marketing director global travel retail Stephanie Cleary said: “Teremana is under our umbrella now and we are planning to internationalise it throughout the course of 2024.”
The ultra-premium Tequila brand, which was launched by Dwayne ‘The Rock’ Johnson in 2020, recently disclosed how now it had taken on an investor role there were plans afoot to make the spirit the next major brand in its portfolio.
Since then, the brand has marked one million cases sold over the 12-month period April 2022-2023 and so the order of its global expansion is set to put the US first and then seed out activation to the UK from next year along with other markets.
Cleary explained: “The US is its biggest market. I think it broke a million cases only last week or thereabouts and it’s still really new.”
When asked when can we expect to see activation begin for Teremana globally, Cleary told db: “That’s to be confirmed, but hopefully soon,” but, she hinted: “It will be in the US more this year and across the UK, that will be happening in 2024, so everyone really will have to watch this space.”
Last year, analysts at the IWSR estimated that the agave category will soon have supplanted both the American whiskey and vodka categories, making it the US’s most-purchased spirit.
Teremana is made at Destileria Teremana De Agave in Jalisco from naturally sweet agave that has been slow roasted in brick ovens and distilled in copper pot stills.