OCTOBER 2025 | NEW IN NEW ZEALAND: TEREMANA TEQUILA CONTINUES GLOBAL EXPANSION
AUCKLAND, NEW ZEALAND, Oct 3, 2025, Teremana Tequila, the ultra-premium, small-batch tequila founded by entrepreneur and actor Dwayne "The Rock" Johnson, has officially landed in New Zealand.
This market entry follows a period of explosive growth that saw Teremana outpace category trends by 42%. The brand is built on the ethos of "Mana", good energy, gratitude, and community. In that spirit, the tequila is handcrafted in the Highlands of Jalisco, Mexico. The portfolio of Blanco, Reposado, and Añejo expressions is now available to New Zealand consumers, ready to be enjoyed during their own gatherings and celebrations.
Rising Above the Competition
The tequila industry has long been saturated with marketing aimed at two narrow audiences: the wild partying crowd and the inaccessible, elitist crowd. When Teremana launched, it established true competitive differentiation by targeting an overlooked audience seeking authentic, heartfelt moments of connection. By staying true to its brand story and taking a grounded approach, the brand was able to successfully rise above the superficial competition and establish itself as "The People's Tequila".
Powered by a Breakthrough Strategic Campaign
Teremana's global momentum and arrival in New Zealand are fueled by a larger integrated 360 brand campaign. This dynamic strategy, developed with agency partner Bray & Co, is considered both creative, resonant, and breakthrough for the brand and the industry alike. Bray & Co has been instrumental in creating all promotional assets, including social content, ads, and influencer programs.
Sharing the Mana to Inspire a New Audience
Through recurring seasonal activations and year-round content, the campaign seeks to inspire consumers to embrace the "Spirit of Mana" by celebrating everyday moments, from cozy game nights to backyard barbecues. Bray & Co's work honors Dwayne Johnson's vision and continues to drive global demand.
"I'm incredibly humbled by the demand for Teremana at the global level and thrilled to deliver it to people around the world," Johnson shared. "Mana is at the heart of everything we do, and I can't wait to 'Share The Mana' with our friends in New Zealand. Cheers, everyone!"