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WRESTLING WITH CHANGE

Dwayne “The Rock” Johnson has transcended his wrestling roots, having gone on to muscularly build a career in acting, starring in both action and comedy blockbusters. And he loves tequila.

Some years ago, he partnered with a small tequila distillery, owned by the Lopez family, in the Jalisco highlands and created Teremana – which means “spirit of the earth”. The emphasis was on hand-crafted, small batch tequila, made the traditional way.

“This is truly a dream come true,” Johnson wrote on the Teremana website. “My team and I are committed to bringing you the highest in quality tequila, because quality, the people, the land and legacy are what matter most.”

Only available in the United States, Canada and Mexico, the brand sold 300 000 cases in year one – or 2.7 million litres … the next year, in 2021, it doubled that figure, selling 640 000 cases or 5.7 million litres. “It has far exceeded all of our expectations and accelerating at an extraordinary pace …” Johnson said.

Its success has not gone unnoticed and Drinksbusiness.com reported in February that German spirits company Mast-Jägermeister has acquired a stake in Teremana. Johnson said “it was time” to make Teremana tequila a true global brand – and Mast-Jägermeister would be invaluable in scaling up their operations.

Since Mast-Jägermeister is already a distribution partner, its logistical expertise is crucial in the brand’s growth. And with their signature product, Jägermeister, so popular among South African consumers, the omens are good that the Rock’s tequila could soon be headed to local shores.

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