Beverage News / Wine & Spirits

Diageo acquires Peligroso tequila brand

Premium brand joins Don Julio and DeLeón in tequila portfolio

January 27, 2014
/ Print / Reprints /
ShareMore
/ Text Size+

Norwalk, Conn.-based Diageo purchased super-premium tequila brand Peligroso from California-based Peligroso Spirits Co. LLC. This announcement comes three weeks after the company announced a joint venture with rap artist and entrepreneur Sean “Diddy” Combs to acquire the luxury tequila brand DeLeón.

“Acquiring Peligroso is part of Diageo’s strategy of creating a collection of superb quality and distinctive tequilas at complementary price points to appeal to a wide range of consumers,” said Larry Schwartz, president of Diageo North America, in a statement. “This positions Diageo strongly to capture the range of emerging consumer trends that will shape and drive the next few years of category value growth.”

Peligroso is a 100 percent blue weber agave tequila from the highlands of Jalisco, Mexico. Founded by two avid surfers, this emerging tequila brand is rooted in the action sports and surfing culture of Southern California. The acquisition of Peligroso will give Diageo an offering in the super-premium ($20-$40) tequila segment, which is the fastest-growing tequila sub-category in the United States, according to New York-based Nielsen. Additionally, Peligroso’s Cinnamon variant appeals to consumer interest in flavored spirits, as seen in other categories like vodka and whiskey, the company adds.

Peligroso joins Diageo’s other tequilas, including the ultra-premium brand Tequila Don Julio and ultra-premium and above brand DeLeón.

Peligroso comes in four variants, including Cinnamon, Silver, Reposado and Anejo, which are available in 12 U.S. states. The current suggested retail prices range from $30 to $55 for a 750-ml bottle.
 

 Did you enjoy this article? Click here to subscribe to Beverage Industry.  

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

Dinner with Tequila Don Julio

Diageo is taking its Tequila Don Julio brand on the road this summer with a rolling Airstream Speakeasy mobile craft cocktail bar. The team stopped in Chicago on July 29 to share some specialty tequila cocktails paired with food from Chicago restaurants Honey Butter Fried Chicken and The Radler as well as dessert venues Black Dog Gelato and Baker Miller. (Photos by Jennifer Haderspeck)

9/17/14 2:00 pm EDT

The Path to New Product Success: Navigating the latest trends for new beverage development

By attending this webinar, you will learn about the top trends and how they fit into the CPG market, which channels are influencing new products and technology, how Packaging fits into your product development, and ways you can use innovation to increase sales.

Podcasts

Gert van Manen, president of iTi Tropicals Inc., shares his insights on the U.S. coconut water market. Citing research from Krueger Food Laboratories, he also supplies information highlighting the difference between products that declare their added sugars and those that do not.

Beverage Industry Magazine

BI September 2014 cover

2014 September

The September 2014 Beverage Industry includes a cover story on our Wholesaler of the Year, The Odom Corp., as well as articles about single-cup and iced coffees, cconvenience store growth, vegetable flavors, and more. Check it out today!

Table Of Contents Subscribe

Beverage Insider eNewsletter

Are you an Insider? Subscribe to Beverage Industry’s weekly e-newsletter to receive news headlines, new product information and magazine highlights.   

Coffee Segments

Which coffee segment will be impacted the most by coffee bean increases?
View Results Poll Archive

THE BEVERAGE INDUSTRY STORE

cleaning-in-place-dairy-foo.gif
Cleaning-in-Place: Dairy, Food and Beverage Operations, 3rd Edition

This book addresses the principles of cleaning operations, water supply issues and the science of detergents and disinfectants.

More Products

Webinars

Beverage Industry Webinars are an easy, effective and convenient way to get educated and informed on the latest industry trends and topics. All Webinars are FREE unless indicated. For more information, check out our Events page!

STAY CONNECTED

facebook40 twitter    youtubelinkedgoogle+ icon 40px