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Diageo acquires another Tequila post-Cuervo

Diageo has today announced its acquisition of Peligroso Tequila, filling a hole left in the company’s portfolio by the loss of Jose Cuervo.

Diageo has bought Peligroso Tequila in order to fill the super-premium end of its portfolio

Peligroso, a 100% blue weber agave Tequila, will give Diageo a foothold in the fast-growing super-premium Tequila market and is part of the company’s efforts to recover from its terminated distribution deal with Jose Cuervo in June 2012.

While Diageo’s Don Julio Tequila and DeLeón Tequila – which was recently acquired in partnership with rapper Sean “Diddy” Combs – allowed the group to remain a key player in the ultra premium and prestige Tequila segments, its premium and super premium presence has been uncertain.

“Acquiring Peligroso is part of Diageo’s strategy of creating a collection of superb quality and distinctive Tequilas at complimentary price points to appeal to a wide range of consumers,” said Larry Schwartz, president of Diageo North America.

“This will position Diageo strongly to capture the range of emerging consumer trends that will shape and drive the next few years of category value growth.”

Purchased by Diageo from the California-based Peligroso Spirits Company, Peligroso comes in silver, reposado and añejo bottlings as well as the “world’s first” cinnamon-flavoured Tequila variant.

The current suggested RRPs of Peligroso range from US$30 to US$55.

Since Ivan Menezes, CEO of Diageo, told reporters last July that the group “had some exciting ideas in the pipeline”, it is unclear whether there might be more acquisition plans for its Tequila stable in the near future.

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