Diddy Acquires Luxury Tequila Brand DeLeón

Diddy

Sean “Diddy” Combs is toasting to the new year with a new deal. The hip-hop mogul has announced the acquisition of luxury tequila brand DeLeón.

The joint venture, a 50/50 global partnership between Diageo and Diddy’s Combs Wine & Spirits, builds on the strategic alliance formed by Diageo and Combs Enterprises to develop and grow the Cîroc ultra-premium vodka brand.

Diddy is hoping to replicate the success he has had with Cîroc. Since 2007, the vodka has grown from 50,000 cases a year into a nearly 2 million case brand. The DeLeón joint venture will benefit from Diageo’s distribution, supply chain, and marketing, as well as Diddy’s access to influencers.

“Celebration is a cornerstone of all my businesses, and this joint venture is a natural extension of that portfolio,” said Diddy. “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 blue weber agave tequila with a loyal following in the entertainment industry. The liquor, which is distributed in 18 U.S. states and Washington, D.C., retails for $120 to over $1,000 per bottle.



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8 Comments

  1. Deejay

    Diddy is a major cornball but I swear he gets to this money like no other.

    [Reply]

  2. BEDSTUYFLY

    THAT’S HUSTLE MAN RIGHT THERE.

    [Reply]

  3. Deejay

    It’s so tacky that black artists seem to only get endorsements with sneakers and liquor companies. Just an observation.
    Oh and also hair care perm boxes (keyshia cole)

    [Reply]

    Bobby Reply:

    @Deejay, what else do people that listen to their music buy though?? I’M NOT SAYING ONLY BLACK PEOPLE BUY LIQOUR AND SHOES (I’m white and LORD KNOWS I LOVE BOTH) but nevermind black people; celebrities in general?? What else are they gonna endorse?? Life insurance? .. ya know.

    [Reply]

    Andy Reply:

    @Bobby, exactly, they won’t promote computers or books (I dunno, only thing that comes to my mind!) because most of their fans are not interested in that things. Mainstream music fans commonly like alcoholic drinks, clothes, accessories and technology related to music.

    [Reply]

  4. Jay Scorpio Navy General

    #TeamScorpio its all or nothing!!!! Cant stand him but cant knock his hustle :D

    [Reply]

  5. Boom Boom

    such of business man.

    [Reply]

  6. nwhat

    diddy is like that annoying 15 seconds ad on youtube

    [Reply]

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