At the height of the pandemic in 2020, Dwayne Johnson, commonly known as “The Rock,” ventured into the booze sector and developed Teremana Tequila, his own liquor brand. Despite launching during the start of the Coronavirus pandemic, he achieved record sales a year later.
Johnson claimed to his over 205 million Instagram followers that he was on schedule to sell 300,000 cases and ship over 400,000 cases of Teremana in its first year of operation. Three years later, the ultra-premium brand’s annual sales have surpassed one million cases, or to 9 million liters of alcohol.
His goal, he says, is to establish a luxury brand that is affordable to everyone. “When we first launched our Teremana brand, many people thought I was crazy to offer such high-quality tequila at such a low price, but the most important ‘P word’ in my business isn’t profit—it’s people.” “That’s why Teremana will always be the people’s tequila,” he says.
According to a new Forbes analysis, the brand is presently the fastest-growing tequila category in the United States and might overtake Vodka as the most-consumed American liquor category by the end of 2025.
According to Forbes, just ten other tequila brands out of hundreds of producers can claim to sell more.Johnson’s brand has already received recognition from 17 of the biggest international spirits awards.
“The launch of Teremana Tequila has been an unprecedented and historic success in North America,” Johnson told Forbes, “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.”
Meanwhile, Johnson says he will continue to improve the domestic operation as well as develop and strengthen the on-premise side of the business. Simultaneously, the actor told Forbes that his company will take a different approach to internationalizing the Teremana Tequila brand.
However, The Rock is not the first Black celebrity who have recently invested in the tequila market. Michael Jordan has his own tequila brand, Cincoro.