Because she’s the driving marketing force behind Teremana Tequila, the fastest growing spirits brand in history.

Because she’s subverting how celebrity talent—in this case, Dwayne Johnson—is activated and deployed, and instead of building the Teremana brand as just another celebrity-backed Tequila, she’s taking a human-centric, fan-driven marketing approach, evolving consumers’ organic content creation from a social-media tactic to ultimately branding Teremana as the “People’s Tequila.”

That’s no small feat when the the Rock is the face of it.

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