Mast-Jägermeister UK launches Teremana Tequila

Premium, small-batch tequila brand founded by Dwayne ‘The Rock’ Johnson arrives after ‘staggering’ success in the US

Teremana Tequila, the premium small-batch tequila founded by Dwayne “The Rock” Johnson and co-owned by Mast-Jägermeister SE, is set to launch in the UK this year. With distribution being exclusively managed by Mast-Jägermeister UK, Teremana will be available across UK on and off-trade venues and retailers from June 2024.

The handcrafted, award-winning, small-batch tequila is made at its own distillery, Destilería Teremana de Agave, in the Jalisco Highlands of Mexico. In partnership with the Lopez family, third-generation agave growers and second-generation tequila makers, Teremana is crafted using fully mature, 100 per cent Blue Weber agave, which is then slow roasted at low temperatures in small traditional brick ovens and distilled in handmade copper pot stills.

The expansion of this handcrafted tequila comes as a natural next step following Teremana’s launch in the US in 2020, where it quickly became the fastest premium spirit brand to reach 1m 9L cases of sales in a rolling 12 months.  Its arrival in the UK will mean that Teremana joins Mast-Jägermeister UK’s growing portfolio of brands which now includes Jägermeister Core, Jägermeister Cold Brew Coffee, Jägermeister Manifest and Gin Sul.

“Bringing Teremana Tequila to UK shores marks a significant milestone for Mast-Jägermeister UK, which is in its 10th year as a dedicated subsidiary of Mast-Jägermeister SE,” said Michael Cleary, Managing Director Mast-Jägermeister UK. Not only is Teremana Tequila a product of craft and attention to detail, but it has a great story and ethos behind it too.

“We look forward to leveraging our experience and network as a distributor as well as part-brand owner to fully maximise Teremana’s potential in the UK.”

The name Teremana means “spirit of the earth”, coming from the Latin word “terra” meaning earth and the Polynesian word “Mana”, which loosely translates to spirit. Together, they embody a powerful force that inspires us to foster good energy, bring people together, and do the right thing – values exemplified by the brand’s founder Dwayne ‘The Rock’ Johnson.

Dwayne Johnson, the founder of Teremana, said:“To now be able to ‘Share the Mana’ with the UK is a privilege and marks a new chapter for us in creating this legacy brand I envisioned. The UK is a special place for me, and I can’t wait to ‘Share the Mana’ over many Teremana toasts in years to come.”

Teremana Tequila, available in three expressions – Blanco, Reposado, and Añejo.

• Teremana Blanco features tasting notes of fresh citrus, roasted agave, tropical fruit, and lemongrass, with a smooth, fresh finish.
• Teremana Reposado, aged for a minimum of 2 months in American oak barrels which previously held bourbon, has rich notes with roasted agave, oak, vanilla, spices, and tropical fruit, with a smooth finish.
• Teremana Añejo, aged for a minimum of 12 months in American oak barrels which previously held bourbon, features rich, warm oak, vanilla, and roasted agave, with a lightly sweet and complex finish.

Since launching in 2020, Teremana has won over 17 of the leading spirits awards around the world, including gold medals at the San Francisco World Spirits Competition and goldin The Spirits Business Tequila & Mezcal Masters.

Mast-Jägermeister UK will be supporting the Teremana Tequila UK launch through a comprehensive, multi-channel marketing programme. This includes an outdoor campaign across London and other key cities and a social media ad campaign. The support extends to both on and off-trade channels, featuring awareness-driving activity and consumer-targeted experiential events introducing the People’s Margarita. Furthermore, there will be continuous trade PR support and the organisation of trade events throughout the 2^nd half of 2024. These efforts aim to shine a spotlight on the brand’s unique ethos.

Teremana Blanco and Reposado will be available in the UK from June 2024 at select hospitality venues and retailers nationwide, with prices ranging from £40. Teremana Anejo will be available later in the year.

For more information, please visit Teremana.com and follow on social media at @Teremana. Enjoy Responsibly.