Diddy Enters The Tequila Game, Purchases Luxury Brand DeLeón

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

“Celebration is a cornerstone of all my businesses, and this joint venture is a natural extension of that portfolio,” said Sean Combs, Chairman, Combs Wine & Spirits. “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.”
Brent Hocking, founder of DeLeón tequila, added: “In creating DeLeón, I brought the skills of fine wine-making and natural barrel aging to the art of tequila. The result was a spirit unparalleled in purity and taste. I am entrusting DeLeón Tequila to the capable hands of Diageo and Sean Combs as both have demonstrated a commitment to luxury and quality which reflects my own commitment to the DeLeón brand.”

Here’s the good part…

DeLeón has five variants with current suggested retail prices that range from $120.00 to over $1,000.00 per bottle.

Excuse me, while I kiss the sky. I can only imagine what kind of person will cop a bottle at the club. Shit, if I ever do that it better give me free reign to Sanaa Lathan, Nia Long and Kerry Washington’s lions.

Article Appeared @http://www.2dopeboyz.com/2014/01/08/diddy-deleon-tequila/

 

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