Teremana

What Teremana does

Teremana is an ultra-premium small-batch tequila brand founded in 2020 by Dwayne Johnson through his company Siete Bucks Spirits LLC (domiciled in White Plains, NY). The company produces three core expressions — Blanco, Reposado, and Añejo — at a purpose-built distillery, Destilería Teremana de Agave, located in Jesús María, in the Jalisco Highlands of Mexico. The production process emphasizes traditional methods: 100% Blue Weber Highlands agave slow-roasted in brick ovens for three days, open-tank fermentation, and double distillation in handmade copper pot stills. The brand's competitive identity centers on Johnson's celebrity equity, the 'Spirit of the Earth' (Mana) brand philosophy, and operational provenance via the dedicated distillery rather than third-party contract production.

Teremana operates a one-time purchase consumer goods revenue model, selling bottles through on-premise (bars/restaurants) and off-premise (retail) channels domestically and via a strategic distribution partnership with Mast-Jägermeister internationally. The company serves two primary customer segments: premium spirits consumers seeking authentic, celebrity-associated tequila for social occasions, and hospitality venues seeking high-pull premium brands. All products are gluten-free with 96 calories per 1.5oz serving. Marketing relies heavily on event-driven and experiential channels — the Mana Mobile touring truck, seasonal campaigns (Guac on the Rock), sports partnerships (Texas Rangers), and community activations (Timeleft 'Share the Table') — rather than digital/AI-led growth mechanics.

The brand has reached a reported $3.5 billion valuation as of late 2024 with over one million cases sold annually and 17 industry awards including USA Spirits Ratings Tequila of the Year (2021) and San Francisco World Spirits Competition Gold (2022). The company is privately held with no external institutional funding rounds disclosed, operates with 51–100 employees, and is currently expanding into 20+ new international markets while launching limited-edition products (The Craft Editions, June 2026) to extend its premium pricing surface.

Name

Teremana

Legal name

Siete Bucks Spirits LLC

Website

https://teremana.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

51–100 employees

Short description

Teremana is a privately held ultra-premium small-batch tequila brand founded by Dwayne Johnson, producing Blanco, Reposado, and Añejo at a dedicated distillery in the Jalisco Highlands of Mexico and distributing globally through retail, on-premise, and the Mast-Jägermeister partnership.

Ownership category

akta.pro rank

Product category

Premium Spirits / Tequila

NAICS

Distilleries (312140)

SIC

Beverages (2080)

akta.pro primary industry

Spirits Distilling & Brands (CRADAIAC)

akta.pro secondary industry

Distilled Spirits Production & Distilling (AFAFAAAC)

Keywords

• Premium tequila
• Small-batch spirits
• Agave spirits production
• Ultra-premium tequila brand
• Celebrity tequila

Headquarters

HQ city

Orlando

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Tequila Product Sales: Teremana generates revenue through the sale of premium small-batch tequila products including Blanco, Reposado, and Añejo expressions. The brand operates as an ultra-premium spirits brand distributed through on-premise (bars/restaurants) and off-premise (retail) channels, with limited-edition specialty bottles and partnerships driving premium pricing.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels9 records

Core offering

Teremana produces and sells ultra-premium small-batch tequila under three core expressions—Blanco, Reposado, and Añejo—made from 100% Blue Weber Highlands agave at its dedicated distillery, Destilería Teremana de Agave, in Jesús María, Jalisco, Mexico. Production follows traditional methods including 3-day brick oven roasting, open tank fermentation, and double distillation in handmade copper pot stills. The brand also markets limited-edition Craft Editions and operates the Mana Mobile traveling brand experience.

Product overview

Teremana is a premium small-batch tequila brand founded by Dwayne Johnson, produced at Destilería Teremana de Agave in Jesús María, Jalisco, Mexico. The core product portfolio consists of three main tequila expressions: Blanco (unaged), Reposado (aged in American whiskey barrels), and Añejo (extra aged), all crafted from 100% Blue Weber Highlands agave using traditional brick oven roasting and copper pot still distillation. The brand expanded in 2026 with The Craft Editions, a limited edition bottle design series celebrating the production process. Teremana also operates Mana Mobile, a traveling brand experience, and maintains an extensive digital cocktail recipe platform. The company operates as a subsidiary of Siete Bucks Spirits and was valued at $3.5 billion as of late 2024.

Differentiator

Problem solved

Functional benefit

Products and services

• Teremana Blanco Premium small-batch unaged blanco tequila made from 100% Blue Weber Highlands agave, slow roasted in brick ovens and double-distilled in handmade copper pot stills; tasting notes include bright citrus with a smooth, fresh finish. Targeted at premium spirits consumers and on-premise cocktail programs.
• Teremana Reposado Premium small-batch reposado tequila aged in American whiskey barrels, offering notes of oak and vanilla with a smooth, rich finish. Made from 100% Blue Weber Highlands agave using the brand's brick oven and copper pot still process.
• Teremana Añejo Premium small-batch añejo tequila aged to develop notes of rich warm oak, vanilla, and roasted agave with a lightly sweet and complex finish. Gluten-free, 96 calories per 1.5oz serving.
• The Craft Editions Limited-edition bottle design series featuring custom-painted Blanco and Reposado bottles inspired by Teremana's use of 100% Blue Weber Highlands agave and handmade copper pot stills. Targets collectors and premium spirits enthusiasts seeking exclusive visual expressions of the brand's craft process.
• Cocktail Recipes Platform Online recipe collection featuring 80+ cocktail recipes including margaritas, palomas, mules, spritzes, and specialty cocktails, filterable by tequila type (Blanco, Reposado, Añejo) and occasion. Provided as a free digital resource supporting consumer product usage.

Quantifiable outcome

• Crossed 1 million cases sold annually (prior to comparable market benchmark)
• +2 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered flagship, core and minor.

• TimeleftflagshipGTM or Marketing Partner · 18 May 2026Teremana launched the 'Share the Table, Share the Mana' campaign in partnership with Timeleft, a global app that matches strangers for in-person meetups. The initiative holds curated events every Thursday through August at bars and restaurants across 13 U.S. cities, encouraging Americans to rediscover face-to-face social connection.
• Texas RangerscoreStrategic or Co-development Partner · 25 March 2026Teremana celebrates its third year as the official tequila partner of the Texas Rangers baseball team. The partnership includes a limited-edition Texas Rangers branded bottle available exclusively in Texas, branded experiences at Globe Life Field, and promotion of shared values of community and positive energy.
• WingstopminorGTM or Marketing Partner · 9 January 2026Teremana partnered with Wingstop, a global chicken wing brand, to promote their products during the football season through a sweepstakes and a pairing generator for game day foods and drinks.
• Mast-JägermeisterflagshipChannel Partner/ Reseller/ Distributor · 31 October 2025Teremana partnered with Mast-Jägermeister for global expansion into over 20 new markets across Europe, Africa, and Asia over the next year. The expansion follows successful previous launches in Europe, Australasia, and the Middle East as part of the 'Share the Mana' campaign to promote brand provenance and craft techniques.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Don Julio: One of the most recognized premium tequila portfolios globally (owned by Diageo), Don Julio competes directly with Teremana at the ultra-premium tier but with a much broader distribution and SKU set.
• Jose Cuervo: World's largest tequila producer with a portfolio spanning mainstream to premium, providing competitive context for Teremana's ultra-premium positioning and global expansion plans.
• Patrón Tequila: Global premium tequila leader (Bacardi), serving as the incumbent benchmark in the ultra-premium category that Teremana is challenging with celebrity-driven brand-building.

Direct peers

• Clase Azul: Ultra-premium Mexican tequila brand famous for its hand-painted decanters, competing with Teremana in high-end on-premise and gift channels at comparable price points.
• Cincoro Tequila: Founded by a group including Michael Jordan, Cincoro is a celebrity-affiliated premium tequila targeting similar luxury spirits occasions and consumer segments as Teremana.
• 818 Tequila: Kendall Jenner's celebrity-backed premium tequila (Blanco, Reposado, Añejo) competing for the same on-premise and off-premise shelf space as Teremana with similar ultra-premium positioning.
• Casa Dragones: Small-batch, ultra-premium sipping tequila positioned similarly to Teremana Añejo, competing in the same luxury on-premise and gifting occasions.
• DeLeón Tequila: Ultra-premium celebrity-affiliated tequila competing with Teremana for the same luxury on-premise and lifestyle brand positioning in the celebrity tequila category.
• Casamigos: Co-founded by George Clooney and acquired by Diageo for ~$1B, Casamigos is the archetype celebrity tequila brand and Teremana's most direct competitive analogue in the ultra-premium celebrity-tequila category.
• Avión Tequila: Craft-focused premium tequila brand emphasizing small-batch production and traditional methods, comparable to Teremana's brick-oven, copper-still production narrative.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/teremana
• Instagraminstagram.com/teremana

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Teremana