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Tequila-inspired trainers launch in stores

Diageo has collaborated with footwear brand Birdies to create a range of women’s trainers inspired by the flavours of its 21 Seeds Tequila.

The Top-Shelf Sneaker Collection, which features Birdies’ best-selling Roadrunner style, will be available in a limited-edition launch and see the trainers available in three colour-ways based on each of the infused Tequilas.

The companies explained how each new trainer takes inspiration from the flavours within the 21 Seeds Infused Tequila range. For instance, its Jalapeño trainer is based on the Cucumber Jalapeño variant; its Hibiscus trainer is inspired by the 21 Seeds’ Grapefruit Hibiscus variant and the Valencia trainer colour-way is based on 21 Seeds’ Valencia Orange variant.

Diageo acquired female-founded, flavoured Tequila brand 21 Seeds for an undisclosed sum back in April 2022 and admitted that the Tequila category was growing at 16% in the US – three times faster than total spirits, citing IWSR Drinks Market Analysis data. Last summer, Diageo reported growth was broad-based across categories, with particularly strong growth of Scotch, Tequila and beer.

Speaking about the collaboration with 21 Seeds, Bianca Gates, co-founder and CEO of Birdies, said: “We’ve admired 21 Seeds for years as another female-led brand, from its founders to its distilleries, whose focus is empowering women to share ideas and make connections. Our brands coming together felt like a natural fit based on these shared values, and we’re excited to bring this fun new sneaker to our communities just in time for summer.”

Kat Hantas, co-founder of 21 Seeds Infused Tequila, added: “This collaboration celebrates hard-working women in the many hats they wear each and every day. By joining forces, 21 Seeds and Birdies hope to inspire women around the world to realise their potential and pursue their dreams. At 21 Seeds, we like to say #GirlsCallTheShots.”

The 21 Seeds x Birdies Top Shelf Sneakers are available to buy from 25 April while supplies last in stores as well as also being available to buy online via the Birdies webshop.

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