June 20th 2023.
Dwayne "The Rock" Johnson has made a big, unexpected dent in the tequila industry with the success of his premium brand, Teremana Tequila. In less than four years, the company has sold more than one million cases and is quickly becoming a household name.
In a written statement, Johnson said: "The launch of Teremana Tequila has been an unprecedented and historic success in North America. 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."
In an exclusive interview with Forbes, Johnson discussed the brand's launch during the height of the pandemic and its evolution. He said: "We had no idea how this was going to shake out. We launched in the beginning of the pandemic. And with consumer behavior, then…to try and deliver something new at that time when things were so uncertain—everyone only wanted what they were familiar with, and I understood that. But instead of shelving the product and putting it on hold, we felt like maybe there was a shot here because we're all going through this together."
Johnson is confident that the tequila company will become a global brand, just like him. He spoke to Forbes about his plans to make Teremana a true, global tequila brand. He said: "I think we continue to do what we're doing here domestically. I think we continue to promote the on-premise side of our business and make it as robust as we can possibly make it. But at the same time, run a parallel path to internationalizing the Teremana Tequila brand. To make Teremana a true, global tequila brand."
The Rock also purchased the bankrupted XFL league for $25.3 million in 2020, with his business partner Dany Garcia, Disney, and RedBird Capital Partners. Unfortunately, Forbes has reported the league could suffer losses totaling $60 million.
It's no doubt that Johnson will continue to achieve success and exceed expectations with his various business ventures.
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