Premium brand joins Don Julio and DeLeón in tequila portfolio
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.”