Exclusive: Dwayne Johnson’s Teremana Tequila Brings On Mast-Jägermeister As Strategic InvestorFebruary 1, 2022
Dwayne “The Rock” Johnson’s Teremana Tequila has rocketed out of the gate since launching just under two years ago, reaching 640,000 cases in 2021 as it more than doubled in size from a year earlier. Today, Teremana has announced that existing distribution partner Mast-Jägermeister has become a strategic investor in the brand, with an eye toward bringing it to new global markets. Financial terms and the size of the stake weren’t disclosed.
“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 the people around the world. Moving forward, we will work extremely hard to increase capacity, scale and distribution. But like with anything I do, Teremana will never cut corners.”
Johnson cofounded Teremana along with Dany Garcia, Jenna Fagnan, and Ken Austin. Mexico’s Lopez family, which produces Teremana in Jalisco, Mexico, are also co-owners. According to the partners, Mast-Jägermeister will bring additional global sales, marketing and logistics expertise as well as organizational structure to support the brand’s continued growth.
“The time is right to take this unique brand and our partnership to the next level,” said Michael Volke, global CEO of Mast-Jägermeister, adding that the company is keen to bring Teremana to new global audiences.
“For our company, this is a very exciting opportunity to add such a strong and dynamic brand to our portfolio,” Volke noted. “It is a great complement to our line of Jägermeister products, and we look forward to tapping our deep industry relationships to continue to expand its footprint in the U.S., as well as bring Teremana to top beverage markets of the world. We are all committed to having Teremana as the next major brand in our portfolio.”—Daniel MarstellerSubscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.