DeLeón es una marca boutique de tequila 100% de agave con seguidores leales en Hollywood y en la industria de la música en EE UU
The new, 50/50 joint venture of Diageo and Combs Wine & Spirits springs from a pre-existing strategic alliance of the two companies to develop the Ciroc brand of ultra-premium vodka, which has climbed from just 50,000 cases a year to a brand selling almost 2 million cases in the same period of time.DeLeon is a boutique brand of 100-percent agave tequila with loyal followers in Hollywood and the U.S. music industry. The brand attracts a group of consumers aware of their status whose chosen brands of liquor reflect their privileged, luxurious lifestyle. The acquisition of DeLeon will accelerate Diageos share of the ultra-premium tequila market for brands that sell for over US$40 dollars a bottle, which is the second fastest-growing tequila segment in the United States, according to Nielsen.The joint venture with Combs Wine & Spirits and its purchase of DeLeon is Diageo’s latest step towards returning to a leading position in tequila in North America, said Larry Schwartz, president of 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.
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