Close Menu

Jägermeister owner set to propel Teremana Tequila onto the global stage

Mast-Jägermeister, already exclusive distributor for Teremana Tequila, has revealed it has taken on an investor role, with plans to make the spirit “the next major brand in our portfolio”.

Teremana Tequila has already had one hell of a success story. Introduced to the market in 2020, and with more than 640,000 nine-litre cases sold in 2021, industry experts are calling it “the most successful launch of a spirits brand in US history”.

Now, Dwayne ‘The Rock’ Johnson is eyeing up global expansion. Currently available in parts of the US, Canada and Mexico, Teremana Tequila will now be rolled out across the US and international markets with the help of a newly enhanced partnership with exclusive distributor Mast-Jägermeister.

“We have created a trailblazing, legacy partnership with Mast-Jägermeister and have worked closely from a place of shared values, principles and a core belief in the Teremana brand,” said Johnson.

“It is now time to make Teremana Tequila a true global Tequila brand, to be enjoyed by people around the world. Moving forward, we will work extremely hard to increase capacity, scale and distribution.”

Already serving as distribution partner for the brand, in its new guise as investor, Mast-Jägermeister will bring sales, marketing and logistics expertise as well as organisational structure to support the brand’s growth. Jägermeister is currently available in 150 countries.

“Given the rapid success of Teremana, the time is right to take this unique brand and our partnership to the next level,” said Michael Volke, global CEO of Mast-Jägermeister SE.

The team will target retail locations, bars and restaurants around the world.

“This is a very exciting opportunity to add such a strong and dynamic brand to our portfolio,” said Volke. “It is a great complement to our line of Jägermeister products… and we are all committed to having Teremana as the next major brand in our portfolio.”

Terms of the investment have not been disclosed.

Teremana is crafted at Destileria Teremana De Agave in the Jalisco highland mountains from fully mature, naturally sweet agave slow roasted in traditional brick ovens and distilled in handmade copper pot stills.

It looks like you're in Asia, would you like to be redirected to the Drinks Business Asia edition?

Yes, take me to the Asia edition No