MERCADEO Versión en español
Diageo and Sean Diddy Combs partnering to acquire the DeLeon tequila brand
13 de enero de 2014
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.
Contactos
Diario de Hoy
Noticias relacionadas (6)
27 de noviembre de 2013
Los creadores de CÎROC Ultra Premium Vodka anotan una alianza con la NBA
26 de septiembre de 2013
Draftfcb y Diageo lanzan la nueva campaña para Johnnie Walker From the future
20 de septiembre de 2013
Diageo llevó a cabo los Diageo Awards que reconocen a sus mejores socios comerciales
