Diddy and Diageo reveal first DeLeón TequilasBy Amy Hopkins
Diageo and US music mogul Sean “Diddy” Combs have released the first two expressions of Tequila brand DeLeón since announcing their joint venture earlier this year.
In January, the UK drinks giant and rap star entrepreneur announced their 50/50 acquisition of ultra-premium Tequila DeLeón, building on their partnership initially formed through Cîroc vodka.
The first new expressions in the range include an un-aged blanco variant, Platinum, and Reposado bottling, both starting at US$60.
The total DeLeón portfolio consists of three ultra-premium and three luxury Tequila. In the ulta-premium portfolio sits Platinum, Reposado and Añejo, while luxury expressions include Diamante, Extra Añejo and “long-aged” Leóna.
“Consumers are embracing ultra-premium and luxury Tequilas, and the exceptional new DeLeón line will find an expanded audience of believers,” said Larry Schwartz, president of Diageo North America.
“With Sean as our joint venture partner, I am confident in DeLeón’s potential to succeed and believe that it will play an increasingly important role in achieving Diageo’s Tequila ambition.”
DeLeón Tequila, the entire range of which priced between US$60 and US$850, was founded by entrepreneur Brent Hocking in 2008.
DeLeón Platinum and Reposado will be available in November 2014 at participating stores nationwide with Añejo hitting markets in Summer 2015. Meanwhile the luxury Diamante, Extra Añejo and Leóna will all become available next month.
Diageo has been increasing its presence in the Tequila sector over the past few months since its failure to acquire Jose Cuervo in 2012.
In addition to DeLeón, Diageo also acquired Peligroso Tequila in January this year, and swapped its Bushmills Irish whiskey brand for full ownership of Don Julio.