Gulf Beverages partners with Dubai Duty Free to launch Teremana Tequila in Middle East
Gulf Beverages' Teremana launch at Dubai Duty Free features an eye-catching display with a larger-than-life 2-D Dwayne "The Rock" Johnson, aiming to captivate travel retail consumers and boost premium tequila sales in Middle East market
Gulf Beverages has announced the exclusive regional launch of Teremana premium, small-batch tequila in partnership with Dubai Duty Free. The launch will begin with a one-month exclusivity period before expanding to domestic on and off trade channels across the region through Gulf Beverages, African + Eastern.
Teremana, co-founded by Dwayne “The Rock” Johnson in 2020, achieved record-breaking success in the US, becoming the fastest premium spirits brand to sell one million nine-liter cases within a 12-month period in 2023. The brand has garnered 17 prestigious awards since its inception, including a Master medal for Teremana Blanco Tequila and a Gold medal for Teremana Reposado at The Tequila & Mezcal Masters 2022.
Gulf Beverages is spearheading the Teremana brand launch in travel retail across the Middle East to accelerate its distribution beyond Dubai. Chirag Aggarwal, Group Business Manager, Travel Retail at Gulf Beverages, expressed enthusiasm for the launch, stating, “It’s a great honor for Gulf Beverages to be representing the launch of Teremana, one of the most exciting premium spirits brands in the world today. The tequila category is booming in the Middle East region led by the cocktail culture trend in the on-trade and also for home mixology. Now is the absolute perfect time for us to be launching Teremana in the experienced retail hands of our long-term partner, Dubai Duty Free.”
Teremana tequila is produced at Destilería Teremana De Agave in Jalisco by the Lopez family, who bring generations of expertise to the craft. The range includes three 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 brand embodies the spirit of Mana, fostering a community of positive energy and shared gratitude.
Dwayne “The Rock” Johnson commented on the launch, saying, “After years of hard work, this is truly a dream come true. My team and I are committed to bringing the highest in quality tequila, because quality, the people, the land and legacy are what matter most. From all of us here at Teremana, we invite you to come have a drink.”
