Diageo acquires Tequila brand

Drinks giant Diageo has announced it has acquired the “Peligroso” super-premium Tequila brand.

Peligroso - tequila group shotThe announcement comes just three weeks after it went into a joint venture with rap star Sean Combs on another Tequila brand, Deleón.

Larry Schwartz, president of Diageo North America, said: “Acquiring Peligroso is part of Diageo’s strategy of creating a collection of superb quality and distinctive tequilas at complimentary price points to appeal to a wide range of consumers.

“This will position Diageo strongly to capture the range of emerging consumer trends that will shape and drive the next few years of category value growth.”

Peligroso is intended as a complement to Diageo’s other Tequila brands, Don Julio (ultra-premium) and DeLeón (prestige).

With a range spanning silver, reposado and añejo as well as a cinnamon variant, Peligroso gives the UK company a foothold in the $20 to $40 sector which Nielsen has described as the fastest growing Tequila category in the US.

The super-premium category is grew 14% in value and 18% in volume in the year ending 4 January 2014.

Leave a Reply

Your email address will not be published. Required fields are marked *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

Subscribe to our newsletters

Events Sales Executive

The Drinks Business
Central London, UK

Sale & Operations Manager

Marussia Beverages
Marylebone, London, UK

Prestige Account Manager – Europe

Jackson Family Wines
London, UK

Sales Executive

MAISON SASSY
London, GB

Head of Supplier Management - Group

Matthew Clark
London and Bristol, UK

Brand Manager – Whisky

ATOM Brands
Tunbridge Wells, UK

Brand Manager - Gin

ATOM Brands
Tunbridge Wells, UK

International Business Development Assistant

iDealwine
Paris, France with frequent trips to London office

Events Assistant

Speciality Drinks
London, UK

Pink Rosé Festival

Cannes,France
7th Feb 2018

VinoVision Paris

Paris,France
12th Feb 2018

Vinisud

Montpellier,France
18th Feb 2018
Click to view more

Champagne Masters 2017

The only Champagne blind tasting in the UK, the competition will reward the best wines in the following categories:

The Global Rosé Masters 2017

With wines from the palest of pink to almost ruby red, bone dry to almost cloyingly sweet, reductively handled to barrel-aged, as well as gently spritzy to fully sparkling.

Click to view more