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.
BET.com always gives you the latest fashion and beauty trends, tips and news. We are committed to bringing you the best of Black lifestyle and celebrity culture.
Click here to subscribe to our newsletter.
(Photo: Bryan Steffy/Getty Images)
TRENDING IN STYLE
For the past 10 years, Yusef has been dictating all of the beauty trends we emulate via his most famous client, none other than Rihanna. He started out his career as a performer, but he ended up behind the scenes. In Hairstory, he details his rise in the industry from aspiring singer to creative directing the hair for Fenty x Puma.