Dwayne ‘The Rock’ Johnson’s Teremana Tequila Sets Sights on International Expansion, Targeting the UK, Germany and More

(Photo: Teremana Tequila)

Dwayne “The Rock” Johnson’s Teremana Tequila is finally set to expand outside the United States. Years after the brand declared its intention to “internationalize,” Teremana will now be rolling out in the United Kingdom, Germany, Australia, Colombia and the United Arab Emirates.

“When I created Teremana, I was determined to create a tequila that is absolutely delicious, high quality and accessible to all, and I’m proud to say we achieved that,” said Johnson in a press release.

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

Teremana was launched in March 2020, mere weeks before the onset of COVID-19. Despite extenuating circumstances, the brand was a success, eventually attracting German spirits giant Mast-Jägermeister as a key investor.

With the help of Johnson’s international star power, the brand is now attempting to expand into key agave spirits markets, albeit tricky ones. Germany, Colombia, the UK and Australia are technically some of the world’s biggest tequila importers, consuming between 4-10 million liters per year. To put those numbers into perspective, the US — the world’s largest tequila consumer — imports over 338 million.

(Photo: Statista)

All of that is to say, expanding abroad poses some serious challenges. For tequila brands hoping to find consumers in the international market, raising awareness is just as important as getting your foot through the door. In this respect, celebrity-backed brands have a massive head start; Kendall Jenner’s 818 has already witnessed breakaway success in China, a country where agave spirits have barely found their footing.

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