Mast-Jägermeister–the company behind the famed German aperitif–has gained a stake in Dwayne “The Rock” Johnson’s Teremana Tequila. The Jumanji star launched Teremana in March 2020, along with co-founders Dany Garcia, Jenna Fagnanm and Ken Austin.
“The launch of Teremana Tequila has been an unprecedented and historic success in North America,” said Dwayne Johnson. “It has far exceeded all of our expectations and is 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.” Last year, the brand sold 640,000 nine-liter cases.
Teremana’s Tequilas are produced at a purpose-built distillery in Jesús Maria, Jalisco, Mexico, in partnership with the Lopez family, who also have a stake in the business. Currently, the range features three tequilas: blanco, reposado, and añejo.
Mast-Jägermeister has served as Teremana’s exclusive distributor since its release, and has now bought a share of The Rock’s brand for an undisclosed sum. Through the new relationship, Mast-Jägermeister will further assist in the Tequila’s international sales, marketing and logistics strategies and bring organizational structure to Teremana’s upcoming international rollout.
“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.”
Michael Volke, global CEO of Mast-Jägermeister SE, said, “For our company, this is a very exciting opportunity to add such a strong and dynamic brand to our portfolio,” said Volke. “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. We are committed to having Teremana as the next major brand in [its] portfolio.”
For more information, head over to Teremana’s official website.