Late last year, Dwayne “The Rock” Johnson entered the tequila arena when he launched his liquor brand, Teremana Tequila. Just over a year later, the entrepreneurial actor has set a record with his first venture into the spirits business.
The talented businessman took to Instagram to announce the news to his 205 million-plus followers.
@teremana has become the biggest launch in the history of the spirits business.
Of any spirit, ever.In less than one year we’re on track to sell 300,000 cases and ship roughly 400,000 cases of Teremana in our first year of business. (for context Clooney sold his Casamigos tequila brand at roughly 175,000 cases).I am so grateful and humbled to receive this mind blowing news – but I’m in this for the long term and my goal is to build a MANA fueled legacy for generations of Johnson’s.And we’ll happily take “The Tito’s of Tequila” any day 😊👊🏾”
Johnson tells Shanken News Daily, “Tequila’s been a part of my family for a very long time, in good times and not so good times and everything in-between. We want to be in this for the long haul, and really build a legacy brand, so that when I walk off into the clouds one day, this goes on to my children’s children’s children.”
Johnson’s Teremana is on track to sell 300,000 9-liter cases in its first 12 months on the market, with expected overall shipments totaling 400,000 cases.
“A celebrity name doesn’t necessarily guarantee success in the spirits business, but Dwayne Johnson and his founding Teremana Tequila team have done an outstanding job creating a great tasting premium product at an incredibly accessible price point,” says Southern Glazer’s CEO Wayne Chaplin. “Dwayne’s sizable and highly engaged social media following has also contributed to creating significant consumer pull for the Teremana brand.”