diddy-deleon

Sean “Diddy” Combs is toasting to the new year with a new deal. The hip-hop mogul has announced the acquisition of luxury tequila brand DeLeón.

The joint venture, a 50/50 global partnership between Diageo and Diddy’s Combs Wine & Spirits, builds on the strategic alliance formed by Diageo and Combs Enterprises to develop and grow the Cîroc ultra-premium vodka brand.

Diddy is hoping to replicate the success he has had with Cîroc. Since 2007, the vodka has grown from 50,000 cases a year into a nearly 2 million case brand. The DeLeón joint venture will benefit from Diageo’s distribution, supply chain, and marketing, as well as Diddy’s access to influencers.

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

DeLeón is a blue weber agave tequila with a loyal following in the entertainment industry. The liquor, which is distributed in 18 U.S. states and Washington, D.C., retails for $120 to over $1,000 per bottle.