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.”