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Diddy’s DeLeon Tequila Wrangles Diageo In For A Second Round

Posted on January 8th, 2014
by
Staff Editor


Diddy-Deleon-Karen-Civil

 Following the success of their Ciroc empire, Diddy and Diageo PLC are back at it – this time the drink of choice is DeLeon Tequila. According to an announcement Wednesday (January 8), the music mogul plans to continue to have the drinks on pour with his latest venture.

“With Ciroc, we dated. Now with DeLeon, we’re married,” Diddy said in an interview. “This deal is way better. This makes me a true owner.”

The move comes just in time for Diageo, a distilled liquor company, who recently let their distribution agreement with Jose Cuervo dry up. 

While price points aren’t readily available, Diageo North America President Larry Schwartz told Reuters that he had plans of replacing the profits secured by Jose Cuervo within two years.

“If we can get the accelerator on DeLeon like we had on Ciroc, two years is within reason,” Schwartz said, noting “this isn’t going to be the last entry into tequila for Diageo going forward.”

Check out the full announcement here.

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