The new venture hopes to take advantage of their influence to market DeLeón as luxury tequila.
Sean "Diddy" Combs is expanding his liquor empire though his partnership with Diageo to purchase luxury tequila brand DeLeón. Diageo and Combs Wine & Spirits formed an alliance in 2007 and since then, Diddy's Cîroc vodka has grown from 50,000 cases a year to nearly 2 million cases. Their new venture hopes to propel DeLeón to the same heights using Diageo's marketing abilities and network as well as Diddy's own skills in promoting luxury products.
"Celebration is a cornerstone of all my businesses, and this joint venture is a natural extension of that portfolio," Diddy said. "DeLeón is an outstanding brand that appeals to those who love exceptional tequila in a distinctive bottle. Together with Diageo, we will take DeLeón to new heights."
DeLeón is a 100 percent blue weber agave tequila with five variants and retails for $120 to over $1,000 per bottle.
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