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Teremana Tequila has bought greater than 600,000 nine-litre circumstances in 2021, solidifying it as “the fastest-growing Tequila within the historical past of all spirits”, in keeping with co-founder Dwayne ‘The Rock’ Johnson.
Skilled wrestler-turned-actor Johnson launched Teremana in March 2020 together with his companions Dany Garcia, Jenna Fagnan, Ken Austin and the Lopez household. In its first yr, the model was on track to sell 300,000 cases.
This yr, Teremana has doubled its gross sales, surpassing 600,000 circumstances. “Nobody has ever seen that for a model’s first full yr in enterprise,” mentioned a spokesperson for Teremana, which lately unveiled an Añejo expression.
Whereas its gross sales proceed to climb, Teremana is positioned as a ‘small batch’ Tequila. The model is produced ‘by hand’ at a purpose-built distillery in Jesús María, Jalisco, Mexico (NOM 1613).
Johnson informed The Spirits Enterprise: “At Destileria Teremana de Agave, the group makes use of just one course of, and the whole lot concerned within the manufacturing course of is made there, together with brick ovens, copper pot stills, open fermentation tanks, and so forth. and, after all, the Tequila.
“The character of handmade copper stills dates again to the times of conventional Tequila making and produces a cleaner, brighter Tequila. Our copper pot stills are small, they’re solely 3,800 litres every.
“We harvest solely absolutely mature agave, sluggish roast in outdated world brick ovens, and distil in small handmade copper pot stills to convey out wealthy, flavourful Tequila that displays the earth it comes from.”
Because of this “ultra-premium course of”, the model mentioned it has been “out of inventory at instances all year long, however [its] group in Mexico is working onerous to maintain the vehicles rolling”.
Johnson revealed that Teremana is “poised to start [its] worldwide rollout”, working with distributor Mast-Jägermeister. “I wish to construct Teremana into a real worldwide model,” he mentioned.
For an in-depth interview with Johnson, take a look at the January challenge of The Spirits Enterprise journal, out quickly.