Sometimes a celebrity and a drink label just feel right together. Matthew McConaughey with Wild Turkey Whiskey, Aaron Paul and Bryan Cranston with Dos Hombres, and Diddy’s passion for the tequila brand DeLeon are all successful examples of two distinct brands coming into alignment.
Dwayne The Rock Johnson would take this concept to the next level through Teremana Tequila, leveraging his fame and passion for the drink to forge his own path in the industry in 2020. Affordably priced and given a leg up in the marketing space, this has been anything but a wild gamble from a man who calculates every career move with meticulous detail.
Teremana Tequila has been an opportunity for The Rock to get in touch with his heritage and cultural roots. Johnson has a Samoan mother and was raised in New Zealand and Hawaii. This is where his connection to Polynesian culture runs deep for the action superstar. The very name of ‘Teremana’ can be broken down into two key components that illustrates why the former wrestler embraced the brand from the get go. The title ‘tere’ translates to the Earth while ‘mana’ means spirit.
One of the attractive features that has made Teremana Tequila the perfect investment vehicle for the public figure is the sheer variety of products that are on show. This is a means of catering to different tastes in the marketplace with tequila being a unique flavor of choice for drinkers. Shoppers can take their pick with Blanco, Anejo and Reposado varieties that carry their own texture and aftertaste.
There are few bigger social media stars on the planet than Dwayne The Rock Johnson. His Instagram account alone enjoys over 192 million followers, giving the American a chance to influence the market and shape the narrative. It is the type of brand awareness that mainstream tequila brands would die for, allowing Teremana Tequila to be consumed as much through online content as through actual sales.
If the product variety was not enough of a selling point for Teremana Tequila, it is the integration of the alcohol with certain food styles that makes this investment decision a big banker for the actor. The Instagram profile would give Johnson the chance to spread the joy across plates of pancakes and bowls of ice cream for his iconic cheat meals on Sunday nights. If drinking the alcohol is too one dimensional for shoppers, they can apply the liquid to common meals like fish and tacos to enhance the taste.
A major knock-on effect for creating a startup alcoholic enterprise like Teremana Tequila is the job creation and goodwill that is fostered from the project. The distillery has since found a home at a modest Mexican town called Jalisco, providing hundreds upon hundreds of specialists at all levels the chance to be part of a thriving industry. The Jalisco Highlands is a picturesque location that is away from the hustle and bustle of Hollywood production, allowing the professionals to carefully craft their stocks with premium focus and control.
Ultimately the WWE star desired to be at the forefront of an investment vehicle that he was passionate about. Among his work with the Make-A-Wish Foundation and support for terminally ill children, the California native has always sought to take control of his career path and back himself to start a venture that would achieve mainstream cut-through. Teremana Tequila is the latest edition that joins the Under Armour brand Project Rock for fitness apparel, proving to be one of the smartest investment decisions that a celebrity could make.