Recently, visiting Imbibe Live in London, and I got surprised how a celebrity tequila brand (Teremana from Dwayne Johnson) was being promoted in some tube stations.
London tube stations are typically dark places with nothing too interesting for passengers to look at, they are situated underground after all! Therefore, advertising on the tube can be an easy win for brands, by capturing the imagination and attention of passengers and commuters with little else to look at, so this stimulates brand engagement.
According to TfL (Transport for London), the Tube network sees up to five million passenger journeys a day, and at peak times, there are more than 543 underground trains in circulation in and around London.
So, definitely commuters have a great brand awareness, and this is how a brand like Teremana is changing tequila perception to the consumers:
1. Increased Visibility and Popularity:
- Mainstream Attention: Celebrity endorsements bring significant media attention, making tequila more visible and trendy. High-profile launches and promotions attract a broad audience beyond traditional tequila drinkers.
- Social Media Influence: Celebrities leverage their vast social media followings to promote their brands, reaching millions of potential consumers and creating a buzz around tequila, also on the underground, in this case.
2. Redefining Brand Perception:
- Luxury Image: Celebrities often position their tequilas as premium or luxury products, elevating the overall perception of tequila. This helps shift tequila from being seen as a party drink, to a sophisticated, high-quality spirit.
- New Consumer Demographics: The appeal of celebrity brands attracts younger and more diverse demographics, who may not have previously considered tequila, broadening its market base.
3. Market Expansion:
- Global Reach: Celebrity tequilas typically launch with significant international marketing campaigns, helping to expand tequila’s presence in global markets. This increased availability and visibility in new regions, contributes to the growth of the tequila industry worldwide.
- Increased Sales: The popularity of celebrity tequilas can drive overall tequila sales, benefiting the entire industry. Successful brands, like The Rock’s ownership stake, could be valued at approximately $3.5 billion, highlighting the lucrative potential of the market. And the brand has launched in 2020, so, what are your thoughts about this?
4. Cultural Shift:
- Lifestyle Branding: Celebrity tequilas typically incorporate lifestyle branding, associating the product with a certain way of life, luxury, or exclusivity. This cultural shift helps tequila gain a more aspirational and desirable image.
- Storytelling: Celebrities share their personal stories and connections to tequila, adding a layer of authenticity and emotional appeal. This storytelling helps consumers form a deeper connection with the brand. If you didn’t know the meaning of the word Teremana: ‘TERE’ derived from the Latin ‘terra’ meaning earth, and ‘MANA’, the Polynesian word meaning spirit – Teremana is the “Spirit of the Earth”. This is a cute, but also profound meaning, isn’t it? Especially, taking in account that agave plants, used for tequila production, take nutrients from the earth for 6-7 years!
See here the video I did at YouTube, about my impression of the publicity of Teremana tequila in London’s tube:
5. Competitive Pressure:
- Industry Standards: The success of celebrity tequilas raises the bar for other producers, pushing them to innovate, and improve their products to compete. This competitive pressure benefits consumers with higher-quality, and more diverse offerings.
- Marketing Strategies: Traditional tequila brands are adopting more aggressive and creative marketing strategies to keep up with celebrity-backed brands, leading to more dynamic and engaging industry practices.
6. Community and Culture:
- Supporting Local Communities: Some celebrity brands invest in the communities where the agave is grown, supporting local farmers and promoting sustainable practices. This focus on community and sustainability resonates with socially conscious consumers.
- Promoting Mexican Heritage: While celebrity involvement can commercialize tequila, many also emphasize the importance of honouring Mexican heritage and traditions, promoting a deeper appreciation for the cultural significance of tequila. When I saw the publicity videos of the brand, I really felt this Sunday family gathering environment, in Jalisco highlands. So it’s true, that’s the spirit when tequila is involved in a Mexican gather.
7. Educating Consumers:
- Tequila Education: Celebrity brands often include educational components, teaching consumers about the production process, different types of tequila, and proper tasting techniques. This education helps elevate the overall understanding and appreciation of tequila.
I personally haven’t tried Teremana tequila, to be honest, I prefer to promote and support family owned, more authentic brands. And our mission at Master Distillers is to represent local brands internationally, who otherwise could hardly achieve it themselves. However, I’m sure Teremana tequila, helps to grow the tequila industry in general, which is awesome!
By the way, I’m curious about their production process, and to investigate how big their “small batch” production process is. I will look forward to visiting the tequila factory, once I visit my family at “Los Altos de Jalisco”. Stay tuned!
In conclusion, celebrity tequilas are significantly changing the nature of the tequila industry by increasing its visibility and improving its perception. While there are challenges associated with commercialization, the overall impact has been positive, contributing to a more dynamic, diverse, and respected tequila market. And Teremana is a good example, because who doesn’t like that Rock’s empowered smile 
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