Sean “Diddy” Combs Acquires DeLeón Tequila Brand

Diddy and Diageo Spirits have partnered to acquire DeLeón as their second 50–50 joint venture.

Diddy’s company Combs Wine & Spirits and Diageo are already 50–50 partners in Ciroc vodka.

“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.”

Under Diddy’s leadership, Ciroc has experienced phenomenal growth.

Since 2007, Ciroc has gone from selling 50,000 cases a year, to nearly 2,000,000 cases per year.

According to Diageo’s CEO, it was Diddy’s involvement with Ciroc’s success that solidified the purchase of 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.”

The tequila comes in five variations, ranging in price from $120.00 to over $1,000.00 per bottle.

“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,” added Brent Hocking, DeLeón’s founder. “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.”