From sports and entertainment to the business world, Dwayne “The Rock” Johnson has proven to be successful no matter what realm he ventures into.
This time he’s dominating in the spirits world with recording-breaking sales for his Teremana Tequila brand, which is on pace to move more than 300,000 nine-liter cases in its first year, according to Forbes.
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While this is a phenomenal feat for the spirits industry, Johnson told Forbes this is just the beginning for the brand.
“Our entire Teremana team and myself are quite pleased and humbled that the brand is experiencing this incredible, off-the-charts success,” he said to the publication. “But we also recognize there’s so much more work to be done. We’re building a mana fueled legacy brand and I’m in it for the long term.”
Unlike other celebrity-led brands, Johnson is more than a face attached to a bottle. He’s been intimately involved in the curation of the project since the very start, from the name all the way to the alcohol’s exact taste.
“If you’ve watched Dwayne — we call him DJ — over the years, you know that tequila is his favorite spirit,” co-founder and industry impresario Ken Austin shared with Forbes. “Turns out, he had been thinking about doing a tequila for almost ten years, but it was always about timing. And it’s real. It’s authentic. Yesterday, DJ texted me to ask some very detailed questions—and he’s on a set filming a movie. Yet it’s on his mind. Because he’s always engaged.”
In line with being a key player, Johnson also wants to ensure the brand is priced lower than other overly-expensive luxury items by distributing quality tasting liquor at an affordable price.
“My goal with the Teremana brand was to create a tequila expression that was ultra premium quality, absolutely delicious to the taste and most importantly – affordable for everyone,” he said to Forbes. “When we first launched our Teremana brand, many said that I was crazy to deliver such a high quality tequila at such an affordable price, but to me the most important ‘P word’ in my business isn’t profit—it’s people. And that’s why Teremana, will always be the tequila of the people.”
For their next move, Johnson and his team are aiming to keep Teremana ahead of the curve and maintain the momentum they’ve gained having launched a Mexican-rooted operation in the midst of a global pandemic.
“With all the challenges we’ve had to navigate this year, our team in Mexico still managed to build new brick ovens and copper pot stills to increase production,” co-founder Jenna Fagnan explained to Forbes. “Yet we still can’t keep Teremana in stock.”