US Rapper P Diddy acquires DeLeón Tequila

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Your email address will not be published.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 *

Subscribe to our newsletters

Regional Sales Manager (London)

Ian Macleod Distillers
London, UK

Wine Trader

Vintage Capital II PLC
London, UK

International Marketing Assistant

iDealwine
Paris, France

Senior Partner Manager - Managed On-Trade

Maverick Drinks
United Kingdom

Brand Activation Manager UK & Europe

Australian Vintage
London, UK

Sales Account Manager

Matthew Clark
Reading, UK

Brand Activation Executive

Pernod Ricard UK
London, UK

Logistics Administrator

Swig Wines Ltd
London

Customer Service Manager

Jascots Wine Merchants
London, UK

Transport Manager

Jascots Wine Merchants
London, UK

International Bulk Wine & Spirits Show (IBWSS)

California,USA
25th Jul 2018

Cape Wine 2018

Cape Town,South Africa
12th Sep 2018

The Wine & Spirits Show

London,United Kingdom
12th Oct 2018
Click to view more

The Global Malbec Masters 2018

Deadline : 1st August 2018

Champagne Masters 2018

Deadline : 1st August 2018

Click to view more

The Global Malbec Masters 2017

the drinks business is proud to announce the inaugural Global Malbec Masters 2017

The Global Sparkling Masters 2017

the drinks business is thrilled to announce the launch of The Global Sparkling Masters.

Click to view more