Overview: Teremana Tequila continues its expansion with a scheduled release of a new Extra Añejo edition next year, following a recent visit to its distillery in Jalisco, Mexico. Distributed by Mast-Jägermeister and founded by Dwayne Johnson, the brand maintains its status as the fastest growing premium spirit in the US while emphasizing heritage and sustainability.
The Full Story
DFNI was on location in Jesús María, Los Altos region of Jalisco, a two-hour drive from Guadalajara, as the Mast-Jägermeister and Teremana teams took journalists inside the tequila brand’s distillery for the first time. The site underlines both the scope of the brand’s ambition and its dedication to the heritage and craft of tequila, which is deeply imbued in the whole Jalisco region. Now the brand has its sights set on further growth, with a range expansion coming in the shape of a new Extra Añejo edition due to hit shelves next year.
The distillery features 32 brick ovens and 32 copper stills processing 100 tonnes of agave daily. Teremana CEO Richard Black notes that the foundational philosophy was making a great quality product at an accessible price point, highlighting the ABCs of Teremana: 100% mature Blue Weber Agave, the brick ovens, and the copper stills. Modern sustainability is at the forefront of planning, with all waste products from production put into a biomass generator which produces power for the plant.
Production & Profile
The distillery has 32 brick ovens, each of which can bake 20 tonnes of agave fruit. This is grown and hand-picked in the brand’s nearby agave fields. Each day, 100 tonnes of agave passes through the ovens to be processed in the site’s 32 copper stills, whose design and creation underlines the artisanal approach at the heart of the brand’s offer. The brick ovens and copper stills speak to a respect for the heritage of tequila in the region, which is further borne out by the brand’s focus on a “handmade” approach, with agave planted, harvested and prepared by hand before being baked.
Brand & Industry History
The brand was founded by Hollywood megastar Dwayne Johnson and is distributed by Mast-Jägermeister. It became the fastest growing premium spirit in the US and is at the epicentre of a shift in tequila’s profile on the global stage, with an international rollout campaign and a celebrity founder who is among the world’s most recognisable faces. Tequila is a representation of a Mexican culture, explains Alan Ruesga-Pelayo, Teremana’s Global Brand Ambassador, noting that it represents who they are and has been happening for generations.
What This Means
This release signifies a continued commitment to the brand’s mission to bring good Mana to the world. Richard Black reflects that the history of tequila on a global scale has often been built around status, but Teremana is not about showing off. The concept of sharing the Mana goes beyond the drink itself, aiming to bring people together and drive true human connection in a disconnected world.
Consumer Takeaway
The upcoming Extra Añejo age statement release next year offers a new option for enthusiasts seeking this specific profile from the brand. The distillery has scope for expansion to increase production, but the core ethos will remain the same, focusing on quality and accessibility. Drinkers can expect a product that respects the heritage of tequila while utilizing modern sustainability measures like the biomass generator.
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