Dwayne Johnson’s Teremana Tequila to boost global expansion

The Tequila brand From Dwayne ‘The Rock’ Johnson is set to expand its global footprint across Europe, Africa and Asia over the next year.

In partnership with its distribution partner, Mast-Jägermeister, Teremana Tequila’s will be entering more than 20 new markets — including Brazil, Spain, France, South Africa, Japan and Indonesia within the next 12 months.

The move follows Teremana having already expanded its reach across Europe, Australasia, and the Middle East as plans to “internationalise the spirit” took shape. The brand already managed to roll out across the UK, Germany, Australia, Colombia, and the United Arab Emirates.

Clear vision

Speaking about the plans, Johnson said: “From day one, our vision for Teremana has been bigger than Tequila. 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 goes into every bottle. I’m grateful for this journey and excited that we get to raise a glass together, no matter where we are.”

As part of last year’s expansion, Johnson launched Teremana’s Share the Mana campaign in global travel retail locations across the US, Europe, and Asia-Pacific. Teremana has used Johnson’s star power to expand its presence, with recent partnerships with luxury London department store Selfridges and Sydney Airport offering a clear indication of its global ambitions.

Teremana Tequila initially launched in March 2020 and since then, in 2023, the brand surpassed sales of one million 9L cases sold annually, a milestone it reached within three years and saw the brand outsell George Clooney’s Casamigos by 830,000 cases.

The Tequila, which is available in three expressions: blanco, reposado and añejo, was founded by Johnson and business partners Ken Austin, Jenna Fagnan, Dany Garcia and the Lopez family. It is made at its own distillery – Destilería Teremana De Agave in the Highlands of Jalisco.

Driving success

Mast-Jägermeister CEO and chairman Michael Volke explained: “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.”

Teremana Tequila CEO, Richard Black added: “Throughout our five-year journey with Teremana, we’ve approached growth with intention, never compromising on craftsmanship, taste or quality. 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.”

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