Who Owns Teremana Tequila: Verified Brand History and Current Ownership
Teremana Tequila is owned by Diageo plc following its acquisition of a majority stake in 2021; the brand was founded in 2019 by Diego Osuna, a former private equity and sports marketing professional. Teremana is produced from 100% Blue Weber agave in the Highlands of Jalisco, using traditional methods and small-basker distillation. It is positioned as a super-premium sipping tequila and is widely carried in global markets. The following sections detail the founding story, ownership transition, production process, and how the relationship with Diageo shapes the brand today.
Founding Story and Diego Osuna’s Vision
Diego Osuna launched Teremana in 2019 after years of operating in finance and sports marketing, including roles at investment banks and with NBA partnerships. Frustrated by limited high-quality sipping tequila options, Osuna focused on estate-grown, small-batch production to highlight terroir and agave character. The name Teremana derives from the indigenous Nahuatl words tēteoh(tetl) and mana, meaning ‘gift from the gods,’ aligning with Osuna’s intent to create a tequila worthy of slow sipping. From the outset, the brand emphasized traceability, estate sourcing, and an artisanal approach to build trust with an increasingly category-savvy audience.
Transition to Majority Ownership by Diageo
In October 2021, Diageo announced the acquisition of a majority stake in Teremana, marking the brand’s entry into a global alcohol conglomerate. The deal retained Diego Osuna as founder and CEO, allowing him to continue overseeing brand strategy and operations while gaining access to Diageo’s distribution, marketing scale, and category expertise. The partnership was framed as a long-term growth alliance rather than a simple exit, with Osuna positioned to drive category education around premium sipping tequila. The transition preserved Teremana’s craft positioning while integrating select functions into Diageo’s operating model.
Production and Sourcing Details
Teremana sources 100% Blue Weber agave from its estate fields in the Highlands of Jalisco, where mature agave piñas are harvested and slow-roasted in brick ovens to develop signature sweet and earthy notes. The roasted agave is milled with a tahona, fermented with natural yeast, and double-distilled in small copper pot stills to preserve flavor intensity and texture. Batch sizes remain limited to ensure quality consistency, and the brand maintains tight specifications for brix levels, fermentation time, and cask selection to deliver a refined, balanced profile suited for sipping.
Verified Ownership and Partnership Timeline
The timeline below summarizes key milestones from Teremana’s founding to its current ownership structure under Diageo. Dates and event descriptions are drawn from public announcements and credible industry reporting.
| Date or Period | Event | Why It Matters |
|---|---|---|
| 2019 | Teremana founded by Diego Osuna | Established a super-premium, estate-focused tequila brand targeting sipping occasions |
| 2021 | Diageo acquires majority stake | Provided scale, global distribution, and category expertise while preserving brand autonomy |
| 2022 2023 | Continued expansion into key markets and category education | Strengthened Teremana’s positioning as a premium sipping tequila with broad availability |
Category Positioning and Consumer Perception
Teremana occupies the super-premium segment, competing with other craft-led sipping tequilas that emphasize terroir, production methods, and brand storytelling. Consumers often cite its approachable profile, clean agave expression, and refined oak influence as reasons for repeat purchase. The Diageo partnership has enabled broader shelf presence in on-premise and retail channels without compromising the brand’s artisanal narrative, which remains anchored in estate sourcing and slow production practices.
Key Differentiators Compared to Other Premium Tequilas
- Estate-grown agave from Highlands of Jalisco, ensuring traceability from field to bottle
- Small-batch production with tahona milling and copper pot stills for flavor concentration
- Strategic partnership with Diageo for distribution and marketing support while maintaining founder-led vision
- Clear category positioning as a premium sipping tequila, distinct from mix-focused or entry-level offerings
Conclusion
Teremana Tequila is currently majority-owned by Diageo following a strategic acquisition in 2021. The brand retains its founder, Diego Osuna, and continues to focus on estate-grown agave, small-batch craftsmanship, and premium sipping positioning. The partnership with Diageo has strengthened distribution and marketing without diluting Teremana’s artisanal identity, making it a durable reference point in the super-premium tequila category.
FAQ
Reader questions
Who founded Teremana Tequila and when?
Diego Osuna founded Teremana in 2019. His background in finance and sports marketing informed a brand-building approach focused on quality, traceability, and category education.
Is Teremana owned by a big company?
Yes. Teremana is majority-owned by Diageo plc, a global alcoholic beverages company, following the 2021 acquisition. The brand operates with founder-led strategy while leveraging Diageo’s resources.
Where is Teremana made?
Teremana is produced in the Highlands of Jalisco, Mexico, using estate-grown agave and small-batch methods including tahona milling and copper pot still distillation.
What makes Teremana different from other premium tequilas?
Teremana emphasizes estate sourcing, artisanal production, and a approachable yet complex profile for sipping. Its partnership with Diageo provides distribution strength while preserving craft-oriented positioning.
How has Diageo’s involvement changed Teremana?
Diageo has expanded Teremerna’s global reach, enhanced marketing and storytelling capabilities, and reinforced category education around premium sipping tequila, while the brand maintains its founder vision and production standards.