By now we are all familiar with the successful exploits of Dwayne Johnson. Be it his business ventures or Hollywood obligations, Johnson has found the winning formula in everything he engages in. In March 2020, he launched ‘Teremana Tequila’. The brand has already witnessed immense success and closed the previous year by selling a total of 900,000,000 cases. Moreover, the plans to expand are already underway with a new distillery operational in Jalisco with a US expansion also in discussions. Despite the growth and success of The Rock’s tequila business as a marquee brand, it recently got snubbed by the decision makers of the tennis tournament US Open.

The biggest American Tennis tournament snubbed Teremana to partner up with another alcohol brand. Before the start of the tournament, the management of the US Open Tennis tournament made a big decision. They partnered up with another tequila brand and made it the tournament’s first official tequila, beginning with the 2023 event.

Prestigious Tennis tournament rejects opportunity to partner up with Dwayne Johnson’s alcohol brand

The Rock has had several business ventures. The tequila one that he started in 2020 gained success pretty quickly. According to the reports, Teremana Tequila is now worth around $3.5 billion. The company has also sold over 600,000 bottles of its produce, which accounts for more than 1 million liters of tequila according to its website. But these stats were not enough to impress Deanne Pownall, the executive director of corporate partnerships for USTA.

On August 10th this year, the US Open announced that they had acquired an official tequila partner to up the tennis game. According to the US Open website. They partnered with Maestro Dobel Tequila for the same. Pownall also admitted that the Mexican tequila brand shares its core values with the history of the US Open. In turn, they gave the company this auspicious chance, overlooking The Brahma Bull’s success in the market.

Dobel also took the chance to partner up with players such as Aryna Sabalenka, Taylor Fritz, and Dana Mathewson (the highest-ranked American wheelchair tennis player) in order to ride the high of the brand’s US Open debut. Maestro Dobel aims to provide the masses with a smooth and seamless experience including serving its rejuvenating tequila cocktails poured in a co-branded souvenir cup. They also confirmed the availability of its products in the food and beverage event on August 24th and the USTA Foundation Gala on August 28th.

Nevertheless, Dwayne Johnson can take solace because his brand’s surging growth doesn’t look likely to stop. Long before the deal with the USTA took place, Johnson’s brand had already witnessed a meteoric rise. The former wrestler even thanked his fans and well-wishers for the milestone the company created.

Dwayne Johnson is thankful to the consumers for supporting Teremana’s boom

Merely after spending two years in a competitive market, Teremana had already sold about 160,000 bottles in 2022. However, the WWE legend couldn’t meet the 800,000 target he had in mind by the end of that year. Despite the failure to achieve its predetermined goals, Johnson dedicated an Instagram post showing gratitude towards the consumers.

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At the end of the caption written under the post, Johnson said, “This one is for you. I love you guys and I thank you.” Following the milestone set while uploading the post, the company only saw growth as the consumers still continue to love Teremana just as much. Johnson is sure to seek an alternative path toward success as he continues this venture with the help of his dedicated fans.

The Rock admitted to tequila being his biggest vice and how bringing the best tequila to the consumer was his objective for this venture. Perhaps he was a tad overzealous and the tequila market is just too hard to break through. This is similar to ‘The Bhrama Bull’s endeavor with the XFL, a hopeful competitor to the NFL which a

Do you think the US Open made the right decision to partner up with the Mexican company? Let us know in the comments section below.

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