The Rock created a 'Tequila of the People' - now he wants everybody to try it
After a challenging year in which both production and promotion was affected by quarantine, Johnson says he’s grateful to be able to release a third Teremana expression out into the marketplace . The new launch is also somewhat of a validation for the actor’s instincts, at least when it comes to making — and selling — tequila.
We spoke to Johnson about breaking into the crowded tequila market, the silver lining of launching during a pandemic, and why he thinks fans are so connected to him — and as a result, to the products he launches too.My hope was to make a tequila that people loved. My family and I have been consumers of tequila for many years and the hopes and expectations initially were just to make a tequila that people enjoyed. That was the bottom line; that was always my north star.
Again, I kept my expectations very managed, and we actually pivoted in the beginning. What I mean by that is that we had a big campaign ready to go that felt great, it felt robust, but then in the 11th hour, I felt that it was important to pivot [away] from a campaign that felt like it had real production value or any kind of gloss to it. I didn’t want it to feel commercial in any way, and I just felt like at that time, that’s not what consumers and our world wanted.
So we rolled the dice and we shelved our marketing plans and I took my iPhone out and we at Teremana created something that was called Teremana Tuesday and every Tuesday I would encourage people, if they wanted to, [to] try a new tequila, try Teremana Tequila, and let’s break open a bottle together. I started to do Instagram live videos where I would eat my French toast cheat meals and break open a bottle of tequila and I’d have a toast with people.
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