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Friday 29 March 2024

The Rock set to unleash his brand power in Australia

The Rock is aiming for global domination with his tequila brand Teremana.

Dwayne "The Rock" Johnson’s agave spirit will launch in five international markets this year after debuting in the US.

The brand was founded in 2020 and has a major investor in German spirits company Mast-Jägermeister.

Plans have been revealed to roll the tequila out into the UK, Germany, Australia, Colombia, and the United Arab Emirates, where expats and tourists are allowed to drink alcohol.

“I’m incredibly humbled by the demand for Teremana at the global level and thrilled to deliver Teremana to consumers around the world,” the actor and former wrestler said.

“We are incredibly proud of what Teremana has achieved in North America in four years,” added Teremana CEO Richard Black.

The company announced last year that it was selling one million cases annually, making it the fastest premium spirits brand in the US to reach that figure.

That's largely down to the star power that The Rock commands. At present he has some 397 million followers on Instagram, a platform he regularly uses to promote Teremana, the Drinks Business reports.

Michael Volke, CEO and chairman of the executive board at Mast-Jägermeister, said of the expansion plans: “We are incredibly excited to bring the Mana ethos to more people. We will serve the global expansion of Teremana Tequila through our exceptional global distribution capacity and brand-building experience.”

Johnson worked with a Mexican family-owned distillery in the Jalisco highlands to build a home on the grounds for Destilería Teremana de Agave. 

Teremana recently became a sponsor of Major League Baseball team the Texas Rangers. 

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