Sean “Diddy” Combs and Diageo Acquire Luxury Tequila Brand DeLeon

Larry Schwartz, Diageo North America President, Sean
Larry Schwartz, Diageo North America President, Sean “Diddy” Combs, Combs Wine & Spirits CEO; PR Newswire

Uh oh, looks like your favorite hip hop artist won’t be rappin’ about poppin’ bottles of Patron for much longer! That’s right, Diddy and Diageo have gotten into the tequila game. 

Wednesday (Jan. 8) Diageo and Sean “Diddy” Combs’ Combs Wine & Spirits announced a 50/50 global partnership, they’ve purchased luxury tequila brand DeLeon – already favorite among Hollywood and music industry types. Larry Schwartz, President of Diageo North America is pleased, 

“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 Ciroc.”

Diddy clearly has a proven track record of being able to turn liquor brands into lifestyles, as seen by Ciroc’s rapid growth from just 50,000, to a 2 million case brand. This man is the ultimate influencer, with the dopest network of entertainers and industry types to help promote his products. I bet Diddy is already seeing dollar signs and marketability, this liquor runs anywhere from $120, to $1,000 per bottle – those aren’t “I’m in the club let me get a bottle and table” prices either folks. He said in a statement; 

“Celebration is a cornerstone of all my businesses, and this joint venture is a natural extension of that portfolio. DeLeon is an outstanding brand that appeals to those who love exceptional tequila in a distinctive bottle. Together with Diageo, we will take DeLeon to new heights.” 

DeLeon is a 100% blue weber agave boutique tequila brand, with variants including Diamante, Reposado, Anejo, Extra Anejo, and Leona.

All of my friends are Ciroc vodka brand ambassadors, fans, addicts (just kidding… kinda,) I’m am the lone soul who loves tequila. Great news for me! Send a couple cases my way Diddy!