After Reaching 1 Million Cases, Teremana Plots Next Phase Of Expansion

Dwayne “The Rock” Johnson and partners Ken Austin, Jenna Fagnan, Dany Garcia, and Mexico’s Lopez family made an immediate impact during the pandemic with the launch of Teremana Tequila, positioned in the $25-$40 price point that has driven the lion’s share of category growth lately. Distributed by Mast-Jägermeister, which is also a strategic investor, Teremana has continued its climb since then. Last year, Teremana increased 18% to 1 million case depletions in the U.S., according to Impact Databank, and the brand’s CEO Richard Black tells SND that its partners are investing to drive further gains.

Teremana’s Blanco expression ($31) makes up the biggest share of volume within the brand, but its other offerings are also gaining traction. “We’ve seen tremendous growth in our Reposado variant ($35) this year due to continued consumer education and interest in exploring the category overall,” Black notes. “In addition, we see great potential for the growth of our Añejo variant ($40), which is aged for a minimum of 12 months in American whiskey barrels. Our Añejo offers the richest and most flavorful expression of Teremana at a great value.”

Among Teremana’s upcoming initiatives, Black says expansion into different bottle sizes presents a growth opportunity, which will allow consumers to access the brand at more diverse price points. “We believe that these additional sizes will help us make Teremana even more accessible to our drinkers as we continue to expand our distribution across the U.S.”

Teremana is also getting significant advertising support via a new global “Share the Mana” campaign, which is aimed at “inspiring consumers worldwide to bring good energy, bring people together, and share gratitude along the way.” Black notes that the push marks the brand’s biggest ad effort so far. “This global campaign represents our most significant investment in above-the-line marketing to date,” he says.

The international campaign debuts as Teremana launches in new export markets, with the brand targeting expansion opportunities overseas. “Tequila remains an underdeveloped category outside of North America, and Teremana aims to play a pivotal role in introducing high-quality Tequila to new drinkers, starting in the UK, Australia, Germany, UAE, Colombia, and global travel retail locations,” says Black. He adds that there is “significant potential for category growth through further consumer education.”

To fuel further gains in the years ahead, Teremana is bolstering its supply pipeline. “We’re currently in the process of expanding our distillery in Jesús María and we’re confident in the supply,” Black says. “This expansion will enable us to uphold our small-batch process while meeting the increasing demand from consumers in the U.S. and on an international scale.” The brand’s new distillery continues to be overseen by the Lopez family.—Daniel Marsteller

Tagged : Mast-Jägermeister, Teremana

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