Teremana Tequila, a brand founded by actor Dwayne Johnson in 2020, has closed a global expansion agreement with industry giant Mast-Jägermeister. Although the terms of the agreement have not been disclosed, the German company will exclusively distribute the drink worldwide.
According to Fortune, Jägermeister, which was founded in 1878, will use its sales, marketing and logistics expertise to expand tequila’s reach. Johnson’s brand is currently sold only in the United States, Canada and Mexico.
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“We are entering into a Legacy Partnership with our global distributors, Mast Jägermeister, after signing one of the biggest deals in spirits history,” The Rock posted on Instagram.
The tequila, founded in partnership with US beverage industry veterans Jenna Fagnan and Ken Austin, is produced in Jalisco, Mexico, and comes in three flavors: white, rested and aged.
This was not the first case of famous actors investing in the alcoholic beverage market. Ryan Reynolds sold his gin brand to Diageo for over US$600 million in 2010. George Clooney sold his Casamigos tequila brand for US$1 billion also to importer Diageo.
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