Beverage News / Wine & Spirits

Diageo acquires Peligroso tequila brand

Premium brand joins Don Julio and DeLeón in tequila portfolio

January 27, 2014
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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.
 

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