Strategic investment in Teremana Tequila by Jägermeister

DATE
December 2021

TRANSACTION TYPE

Corporate investment

VALUE
Undisclosed

SECTOR
Food & Beverage

Spayne Lindsay is delighted to announce that it has advised Mast-Jagermeister on its strategic investment in Teremana Tequila, the brand co-founded by Dwayne ‘The Rock’ Johnson.

Teremana was launched in March 2020 in the US by the actor Dwayne ‘The Rock’ Johnson along with co-founders Dany Garcia, Jenna Fagnan and Ken Austin.

The brand has been an unprecedented success story selling around 300,000 nine-litre cases in its first year in the US, Canada and Mexico. In 2021, it more than doubled that figure, hitting 640,000 nine-litre cases.

Teremana’s Tequilas are produced at a purpose-built distillery in Jesús Maria, Jalisco, Mexico, in partnership with the Lopez family, who also have a stake in the business. The range features blanco, reposado and añejo expressions.

With this partnership, Jägermeister will further assist in the Tequila’s international sales, marketing and logistics strategies and bring ‘organisational structure’ to Teremana’s international rollout in the coming months.