Diageo, Sean ‘Diddy’ Combs expand Deleón line
Six premium, luxury tequilas planned for 2014, 2015
Norwalk, Conn.-based Diageo North America and New York-based Combs Wine & Spirits, owned by rap artist and entrepreneur Sean “Diddy” Combs, unveiled a newly expanded portfolio of liquors from its Deleón Tequila luxury brand. This month, the duo will launch new Platinum and Reposado variants, and it intends to launch four more tequilas within the next year.
The Platinum and Reposado tequilas mark the first releases from the Diageo and Combs Wine & Spirits joint venture since the Deleón Tequila acquisition was announced in January.
Deleón Platinum Tequila is a slow-fermented and twice-distilled blanco tequila featuring agave honey.
During the second distillation, the head and tail of the distillate are cut to preserve only the most desirable liquid, giving it a smooth taste, Diageo says. Deleón Reposado Tequila is aged in American Oak and then finished in French Oak wine casks to create a profile with vanilla, dried fruit and a hint of spice on the finish.
“Consumers are embracing ultra-premium and luxury tequilas, and the exceptional new Deleón line will find an expanded audience of believers,” said Larry Schwartz, president of Diageo North America, in a statement. “With Sean as our joint venture partner, I am confident in Deleón’s potential to succeed and believe that it will play an increasingly important role in achieving Diageo’s tequila ambition.”
The complete Deleón Tequila collection will deliver six distinctive variants — three ultra-premium and three luxury — made from 100 percent Blue Weber agave sourced from the Los Altos region of Jalisco, Mexico. The Platinum and Reposado variants represent the ultra-premium portfolio, and the brand plans to launch an Añejo variant next summer. The three variants will be priced at $60-$75 for a 750-ml bottle. Next month, the brand will launch its Deleón Tequila Luxury line, featuring Diamante, Extra Añejo and Leóna variants. The Luxury tequilas will be priced between $150 and $850 for a 750-ml bottle.
“True luxury is about pushing boundaries to boldly define a way of life,” said Sean Combs, chairman of Combs Wine & Spirits, in a statement. “With the creation of Deleón, we accepted nothing but the best because we know Deleón drinkers desire and expect the best tequila on the market —and that’s exactly what we’ve delivered.”