US Rapper P Diddy acquires DeLeón Tequila

8th January, 2014 by Lauren Eads

US rapper, Sean “Diddy” Combs, has advanced further into the spirits market by acquiring premium Tequila brand DeLeón.

Sean "Diddy Combs" with Larry Schwartz, president of Diageo north America

Sean “Diddy Combs” with Larry Schwartz, president of Diageo north America

The joint acquisition, by Combs and drinks giant Diageo, was confirmed today.

The Tequila brand was founded by drinks entrepreneur Brent Hocking in 2008 and entered the US market in 2009 accompanied by a series of sexy advertisements and has since built a loyal following in Hollywood and the U.S. music industry.

The luxury collection, which is priced between US$120 and US$1,000, consists of Diamante, Reposado, Añejo, and Extra Añejo bottlings as well as a limited edition 100% blue agave expression called Leóna.

According to the New York Post, Diddy served bottles of the Tequila at his renowned New Year’s Eve party.

The music mogul is already part owner of Diageo’s Cîroc Vodka and in 2013 founded Combs Wine & Spirits.

Of his new venture Combs said: “Celebration is a cornerstone of all my businesses, and this joint venture is a natural extension of that portfolio.

“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.”

This news marks a significant move by Diageo, whose position in the Tequila market has been under question since its loss of Jose Cuervo in December 2012.

Larry Schwartz, president of Diageo North America, said: “The joint venture with Combs Wine & Spirits and its purchase of DeLeón is Diageo’s latest step towards returning to a leading position in Tequila in North America.”

In September last year, Diageo and Diddy released Cîroc Amaretto, joining Cîroc Peach, Cîroc Coconut and Cîroc Red Berry in the brand’s line-up of flavoured bottles.

One Response to “US Rapper P Diddy acquires DeLeón Tequila”

  1. dee says:

    Very nice partnership and Diddy/Sean Combs is the best. Wishing Diageo and Sean Combs much success!!

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Your email address will not be published.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

New Business Development Manager Nordic

Concha Y Toro
Stockholm, Sweden

Experienced Administrator

The Drinks Business
Central London, UK

Sales Executive (London – Craft Spirits)

Bimber Distillery
London, UK

2 x Buying Assistants

Berry Bros. & Rudd
Battersea and Basingstoke, UK

Temporary Christmas Sales Support - Wines & Spirits

Harrods
Knighsbridge, London, UK

Head of Wholesale

Hispamerchants Ltd
London, UK

Sales Manager

Hispamerchants Ltd
London, UK

The World Bulk Wine Exhibition

Amsterdam,Netherlands
20th Nov 2017

The Drinks Business Green Awards 2017

London,United Kingdom
20th Nov 2017

The Global Spirits Masters Lunch

London,United Kingdom
1st Dec 2017
Click to view more

Green Awards 2017

Deadline : 25th October 2017

The Global Riesling Masters 2017

Deadline : 30th October 2017

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