Diddy & Diageo PLC Purchase DeLeon Tequila Company

January 8, 2014 0

Unveiling of the Strategic Alliance Between Sean "Diddy" Combs and Diageo

Diddy and current Ciroc partner Diageo PLC join forces once again, this time around to purchase Tequila company DeLeon. The fresh en-devour has the potential to make up for the world’s biggest distilled drinks company’s discontinuing their distribution deal with Jose Cuervo, following a fallout with the golden-colored drink’s family-based owners. Diageo’s goal is to restore the lost profits.

Diddy on the new venture:

“With Ciroc, we dated. Now with DeLeon, we’re married This deal is way better. This makes me a true owner. Celebration is a cornerstone of all my businesses, and this joint venture is a natural extension of that portfolio. Expanding our relationship with Sean Combs into tequila was a natural choice given Sean’s ability to galvanize support for luxury brands, as we’ve seen with our work together on Cîroc.  Ultra-premium and above tequila is a very exciting segment – we already have a strong brand there with Don Julio and are pleased to complement that offering with DeLeón.”

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