Diageo has created a new joint venture featuring rap star Sean “Diddy” Combs, bringing the tequila brand DeLeon. Sharing the partnership 50/50, Diageo and Diddy’s Wine and Spirits will allow DeLeon to take advantage of Diageo’s distribution network, along with Diddy’s influence in marketing high and luxurious brands. The brand has variants of tequila ranging on suggested retail prices of $120 to $1,000.
Diageo and Combs Enterprises are also known for their ultra-premium vodka brand, Ciroc. The duo has worked together since 2007, increasing profits of 50,000 cases a year to almost 2 million.
