Diddy Enters The Tequila Game, Purchases Luxury Brand DeLeón

blame it on Meka January 8, 2014

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.