strategic narrative & objective

Teremana isn't just a delectable tequila—it's also a company committed to a people and their craft

This now-premier tequila brand, founded by Dwayne Johnson (yes, that Dwayne Johnson), wanted to set itself apart from the many spirit options on the market by showcasing its craft-focused, and compassionately human, backstory. The team designed a brilliant program to give back to our favorite bartenders, and Teremana requested one more piece to sell it through. I created and wrote the concept for an additional article, which resulted in Teremana’s first ever spend with Vox Media.


Custom Eater Article

I wrote the concept for this article to complement the larger program, and provide the compelling backstory and a fascinating peek into the great care that its attentive people put into the crafting of this special tequila.

My pitch write-up