The backside of each bottle of Dwayne Johnson‘s Teremana tequila is embossed with the letters “TIJASI” – the primary two letters of his three daughters’ first names.
Sweet? Certainly. But to Johnson – a wrestler turned multi-hyphenate field workplace behemoth – he hopes it is also a reminder.
“What I try to do with the girls is show them that No. 1, the world is yours. And as little girls – and little girls of colour – it’s out there,” he informed reporters Thursday. “You’re gonna have your struggles, and if Teremana is an example of hard work [and] creating something for people [to] like and enjoy, let it be your example.”
Johnson defined this tribute to Tiana, 5, Jasmine, 7, and Simone, 22, over a glass of Teremana Blanco (poured over ice, with an orange slice, in case you are curious) at Mana Holiday House, a limited-engagement brand-focused expertise being held in Los Angeles this weekend, in New York City on December 12 and 13 and on-line.
In a laid-back chat, Johnson spoke about his household, shared classes he discovered launching a enterprise throughout a world pandemic and joked about his favourite vacation consuming video games.
Teremana was launched initially of coronavirus three years in the past. Reflecting on the journey, Johnson mentioned launching a brand new model at a time when individuals sought consolation and familiarity was a problem that required throwing away their preliminary rollout plans in favor of one thing extra intimate.
They put aside their advertising and marketing price range and opted to launch Teremana Tuesdays on Johnson’s Instagram account, the place he’d pour himself a drink and have interaction with the general public.
This strategy, Johnson mentioned, allowed him to “really get to know people” and “them to know me.”
“It did enable me to connect with people – community – in ways that I hadn’t before that. Then I realised, oh, let’s just start applying this now to everything else as we move forward.”
Johnson mentioned he is a subscriber to the thought of “the best thing that never happened” – a hard-learned lesson born from cases of disappointment over time. But, he mentioned, “I believe in trusting my gut and I believe in having faith.”
“Whatever’s going to happen is the thing that needed to happen at the time,” he mentioned.
Teremana’s early advertising and marketing pivot appears to have labored out nicely.
The model lately introduced gross sales had surpassed a million instances yearly, based on a press launch.
“I’ve said this before…the easiest thing we could be, the most powerful thing we could be is ourselves,” Johnson mentioned. “And it took me years…I started saying it, but then I didn’t realise the power of it until I really started…living it.”
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This vacation season, Johnson mentioned he plans to proceed his household custom of togetherness, with, of course, a go to from Santa as soon as his younger ones go to mattress round 11 p.m. after doing “their best to stay up as long as they can.”
The consuming video games, in the meantime, begin as soon as they fall asleep. But his favourite one?
“They wound up making my babies so…” he mentioned, laughing, “It’s the best.”
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