Dwayne “The Rock” Johnson’s tequila brand, Teremana, is expanding its production capacity to meet “unprecedented demand” since it launched in March last year.
The actor created the tequila brand with his business partners Dany Garcia, Ken Austin and Jenna Fagnan. Teremana is a 100% Blue Weber agave tequila is currently produced at the brand’s own distillery, which is attached to a larger, family-owned facility in the highlands of Jalisco, Mexico.
Fagnan told the Spirits Business: “We have had significant out of stocks during our launch year due to the unprecedented demand. If we continue to do what we are doing, the right way, we clearly see Teremana being a million-case brand and beyond.”
She said the team had been “blown away” by the response to Teremana, which is on track to sell 300,000 cases in its first year, and had “bullish” plans to hit its objectives.
She added: “Obviously, the US, Mexico and Canada are key markets, however, we see Teremana being a strong global brand and we are planning in the near future to focus on Europe, Asia, etc.
“Tequila is just getting started globally and we are bullish on expansion and educating the consumer around the globe about great tequila.”
Teremans, which isn’t currently available in Australia, comes in both Blanco and Resposado varieties, the second of which is aged in ex-Bourbon oak barrels.
The Rock launches energy drink brand
Last month, The Rock announced the launch of his new energy drink company, ZOA Energy.
“I can tell you launching a brand like ZOA or Teremana, especially during the pandemic, was very challenging,” he told CNBC. But he says despite the challenges, he learned a lot about business.
“We learned that there was still a pathway to connect with the consumer, through social media. Frankly, in a way that didn’t feel polished or produced. It just felt more authentic and directly connected with them.”