How Dwayne ‘The Rock’ Johnson built the fastest growing Tequila brand in history

At the height of the pandemic in 2020, Dwayne Johnson, also known as “The Rock,” ventured into the liquor industry and launched his own liquor brand called Teremana Tequila. A year later, he posted record sales, despite launching at the onset of the Coronavirus pandemic.

Johnson announced to over 205 million followers on Instagram that he was on track to sell 300,000 cases and had shipped roughly 400,000 cases of Teremana in its first year of operations. Three years down the line, the ultra-premium brand has reached a one-million-case mark in the annual sale, which translates into 9 million liters worth of liquid.

According to him, his aim is to create a premium brand that is affordable to everyone. “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,” he said.

In a fresh report, Forbes notes that the brand is currently enjoying its status as the fastest-growing tequila category in the United States and could overtake Vodka to become the most-consumed American category of booze before the end of 2025.

According to Forbes, out of the hundreds of producers of tequila brands, only 10 other tequila brands can claim to sell more. Johnson’s brand has already been recognized by no less than 17 of the top 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 enhance the domestic operation and promote the on-premise side of the business and make it robust as possible. At the same time, the actor told Forbes that his company will run a parallel path to internationalizing the Teremana Tequila brand.

However, The Rock is not the only Black celebrity to invest in the tequila market recently. NBA star, Michael Jordan, has his Cincoro Tequila brand.