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The Rock cooks up global expansion plans for Teremana Tequila
Dwayne ‘The Rock’ Johnson’s Tequila brand Teremana is due to launch in five international markets this year, as well as a number of travel retail outposts.
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Last May, German spirits company Mast-Jägermeister, which first invested in Teremana in 2022, two years after the brand was founded, revealed its intentions to “internationalise” the spirit. The plan was to prioritise expansion in the US, and after that the UK.
Now, plans have been revealed to roll the Tequila out to the following markets: the UK, Germany (where Mast-Jägermeister is based), Australia, Colombia, and the United Arab Emirates.
While the UAE might seem an odd choice, given the restrictions the Islamic country has on the sale and consumption of alcohol, it is relatively easy for tourists to get hold of drinks there. Dubai reportedly attracts 16 million international visitors every year. Recent changes in the law have loosened restrictions on alcohol production in the UAE, with plans announced for the country’s first brewery. Indeed, Teremana isn’t the only celebrity-backed drinks brand to go to the UAE – last year, Hilton revealed its plans to serve Jon Bon Jovi’s Hampton Water rosé at its hotels there.
“I’m incredibly humbled by the demand for Teremana at the global level and thrilled to deliver Teremana to consumers around the world,” said Johnson.
“We are incredibly proud of what Teremana has achieved in North America in four years,” added Teremana CEO Richard Black.
Indeed, last year, the company toasted that it had reached the milestone of selling one million cases annually, making it the fastest premium spirits brand in the US to reach that figure. This success is a testament both to the demand for agave-based spirits, but also to the star power that The Rock commands. At present he has some 397 million followers on Instagram, a platform he regularly uses to promote Teremana.
Michael Volke, CEO and chairman of the executive board at Mast-Jägermeister, said of the expansion plans: “We are incredibly excited to bring the Mana ethos to more people. We will serve the global expansion of Teremana Tequila through our exceptional global distribution capacity and brand building experience.”
Teremana also recently became a sponsor of Major League Baseball side Texas Rangers.