Dwayne “The Rock” Johnson is a household name in the entertainment industry, but the former wrestler and actor has decided to move beyond those accolades into entirely new territory. On Instagram, he announced that he will establish his own tequila brand, making him the next celebrity to join the league of stars moving towards alcohol production.
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Cheers 🥃 (again & again;) Spent all weekend taste testing every batch of my new tequila fresh out of our barrels from Mexico. I’m very passionate about my new tequila we’re developing. It’s been years in the making and every road has led here. Lots of growing excitement. Mana, passion, positivity, hard work and fun. This ones for you world, let’s have a drink. #tequila #innovation #2019
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The Rock has filed a patent for the name “Mana”, to be used in relation to an alcohol product, which we suspect will be the name of his new brand. The word refers to a spiritual concept that also has its roots in Samoan culture, of which The Rock is native to.
Though little details have been released about this new release, the post on his Instagram teases to a range of tequila styles, including a silver, añejo, reposado and more. Expect to find out when the brand will arrive later in the year.
2018 alone saw a significant boom in celebrity-owned alcohol brands, including Ryan Reynolds’ Aviation Gin (and the amusing marketing that came with), Metallica’s sound-aged whisky, and Connor McGregor’s popular Irish whiskey, Proper Twelve.
Though few have ventured into agave spirits when compared to whisky, the Mexican liquor offers the biggest success story in the realm celebrity-owned booze labels, with George Clooney selling his tequila brand, Casamigos, to Diageo for close to a billion dollars. Given that tequila has skyrocketed in both reputation and popularity the past year, The Rock’s brand may easily attain the same success in due course.