• by Fern Siegel , June 25, 2024

Celebrities are more than spokespeople for liquor brands. Many have founded wine and spirits brands, such as George Clooney, Ryan Reynolds, Matthew McConaughey and Bethenny Frankel.

Add Dwayne “The Rock” Johnson ("Jumanji," "Black Adam") to the list. The wrestler-turned-actor has a 30% equity stake in Teremana Tequila, co-founded with Jenna Fagnan, Ken Austin and Dany Garcia. The brand just launched its first multiplatform global ad campaign across organic and paid channels, with connected TV, paid social and digital. All three spots are available at ManaMakesTheDifference.com.

Wolfgang handled the creative.

The campaign takes viewers on a journey to meet the people at the heart of the tequila in the small town of Jesús María, in the highlands of Jalisco, Mexico. Teremana offers three distinct expressions: Blanco, Reposado and Añejo. Each bottle is crafted from 100% fully mature agave, slow roasted in traditional brick ovens and distilled in handmade copper pot stills.

The spots introduce the brand and Johnson's partners, the Lopez Family, third-generation agave growers and second-generation distillers, who oversee day-to-day production.

“The people and craftsmen who make Teremana put Mana into everything they do, which makes the end product all the more special. It was important for me to shine a light directly on them as a way to continue to express my gratitude for the incredible work they do,” says Johnson. “For all of us at Teremana, Mana is more than a mission for us to accomplish. It is a feeling that’s very real.”    

Teremana is now available in select global travel retail locations, the U.K. and will launch in four additional international markets this year: Australia, the UAE, Colombia and Germany. It became the fastest premium spirits brand to sell 1 million 9-liter cases within a 12-month period in the US, three years after it launched in March 2020.

Wolfgang, part of the Doner Partner Network, has created client work for adidas, Halo Top, Uniqlo, Georgia Pacific and Gillette.