With Cîroc subjugating nearly every other drink as the vodka of choice within the urban (read: the people who are actually crazy enough to spend hundreds for a bottle at a club that they could get at their local liquor depot for roughly a quarter of the price) community, Poppa Diddy Diddy Puff Fun Size (South Park reference, for those that don’t get it) has decided to throw his hat into a new bum wine ring and has teamed once again with Diageo to purchase the “luxury tequila brand” DeLeón.
“The joint venture with Combs Wine & Spirits and its purchase of DeLeón is Diageo’s latest step toward returning to a leading position in tequila in North America,” said Larry Schwartz, President, 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. Ultra-premium and above tequila is a very exciting segment – we already have a strong brand there with Don Julio and are pleased to complement that offering with DeLeón.”
“Celebration is a cornerstone of all my businesses, and this joint venture is a natural extension of that portfolio,” said Sean Combs, Chairman, Combs Wine & Spirits. “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.”
Brent Hocking, founder of DeLeón tequila, added: “In creating DeLeón, I brought the skills of fine wine-making and natural barrel aging to the art of tequila. The result was a spirit unparalleled in purity and taste. I am entrusting DeLeón Tequila to the capable hands of Diageo and Sean Combs as both have demonstrated a commitment to luxury and quality which reflects my own commitment to the DeLeón brand.”
Here’s the good part…
DeLeón has five variants with current suggested retail prices that range from $120.00 to over $1,000.00 per bottle.
Excuse me, while I kiss the sky. I can only imagine what kind of person will cop a bottle at the club. Shit, if I ever do that it better give me free reign to Sanaa Lathan, Nia Long and Kerry Washington’s lions.