Diddy and current Ciroc partner Diageo PLC join forces once again, this time around to purchase Tequila company DeLeon. The fresh en-devour has the potential to make up for the world’s biggest distilled drinks company’s discontinuing their distribution deal with Jose Cuervo, following a fallout with the golden-colored drink’s family-based owners. Diageo’s goal is to restore the lost profits.
Diddy on the new venture:
“With Ciroc, we dated. Now with DeLeon, we’re married This deal is way better. This makes me a true owner. Celebration is a cornerstone of all my businesses, and this joint venture is a natural extension of that portfolio. Expanding our relationship with Sean Combs into tequila was a natural choice given Sean’s ability to galvanize support for luxury brands, as we’ve seen with our work together on Cîroc. Ultra-premium and above tequila is a very exciting segment – we already have a strong brand there with Don Julio and are pleased to complement that offering with DeLeón.”
