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When Dwayne 'The Rock' Johnson and his team of co-founders (Dany Garcia, Ken Austin, and Jenna Fagnan) partnered with industry powerhouse Mast-Jägermeister, they didn't just launch another celebrity tequila – they broke records, becoming the fastest premium spirits brand in U.S. history to reach 1 million cases. In the process, they were able to sidestep the growing pains that new-to-market brands often undergo during periods of massive growth. In this episode, CEO Richard Black reveals how he leveraged years of industry expertise to transform Teremana from a startup into a global phenomenon in just five years.
Join Emmett Strack for a conversation with Black as they explore The Rock's hands-on role in the brand's evolution, the untapped potential of the global tequila market, and Teremana's ambitious vision for 2025 and beyond. This isn't just another celebrity spirits story – it's a masterclass in scaling a premium brand while maintaining its soul.
Featured Guests:
Richard Black, CEO, Teremana Tequila
Mentioned in this episode:
Teremana Tequila
Mast-Jägermeister
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