Dwyane ‘The Rock’ Johnson’s Teremana Tequila has partnered with Mast-Jägermeister in a new deal.
The brand is now focused on furthering strategic expansions in the U.S. and international markets.
“The launch of Teremana Tequila has been an unprecedented and historic success in North America,” says Dwayne Johnson. “It has far exceeded all of our expectations and accelerating at an extraordinary pace towards its full potential. Taste, quality and affordability are the keys to Teremana’s success, but the driving force will always be the brand’s deep, mana fueled connection with the people. This is a very inspiring road for me and my founding partners to travel down as this dream has become a reality.”
Teremana is partnered with the Siete Bucks Spirits family, the Lopez family from Jesus Maria in Jalisco, Mexico and the Mast Family from Mast-Jägermeister for exclusive distribution. The Lopez family are co-owners in the brand.
“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,” says Johnson. “It is now time to make Teremana Tequila a true global tequila brand, to be enjoyed by the people around the world. Moving forward, we will work extremely hard to increase capacity, scale and distribution.”
Already serving as the exclusive distribution partner for the brand, as a strategic investor and partner, Mast-Jägermeister will bring additional global sales, marketing and logistics expertise as well as organizational structure to support the brand’s continued success and growth.
“Given the rapid success of Teremana under the leadership of its founders, drivers and inspirators, the time is right to take this unique brand and our partnership to the next level,” says Michael Volke, Global CEO of Mast-Jägermeister SE. “We are excited to continue our partnership with Dwayne, Dany, Jenna, Ken and to help bring the vision of a highest quality, responsibly sourced tequila for the people to an even larger audience and to key international markets.”
Terms of the investment will not be disclosed.
Teremana is a tequila founded by Dwayne Johnson, Dany Garcia, Jenna Fagnan, and Ken Austin. It is crafted at Destileria Teremana De Agave in the the Jalisco highland mountains. With three expressions — a blanco, reposado, and an añejo — its name loosely translates as ‘spirit of the earth’, from the Latin word ‘terra’, meaning earth, and the Polynesian word ‘mana’, meaning spirit.
The blanco is the superior tequila from Teremana. The reposado is not as smooth and a little bitey.