Thursday, January 9, 2014
Diddy Does It Again With New Diageo Joint Venture, DeLeón Tequila
Now, last year I saw a picture of Diddy with a bottle of Tequila, yet I did not know what way he was going to go. His deal with Ciroc has easily landed him hundreds of millions of dollars. However, I realize his partnership with Diageo surpasses one brand. He and Diageo are looking to take DeLeón Tequila to a new height. Diddy took Ciroc from a 50,000 case to a 2 million case a year brand in a matter of a few years after becoming a global ambassador.
Here's what Diddy said to Forbes about this new partnership:
"With Ciroc, we tested the waters—or, I would say, we dated..“Now, with this joint venture, we took this step and we got married. I think it’s organic, I think we work together so well, we have a proven track record, and I wouldn’t want to do it with anybody else."
Due to the passion and breakout success of the previous partnership, Diageo North America President Larry Schwartz co-signed Diddy's intuitive nature:
"When Sean shared his passion with DeLeón with me, I got really passionate, and then a whole lot of people at Diageo got really passionate about it.."
Both sides invested money into buying DeLeón Tequila, so it's more of a traditional joint venture than Ciroc. Diddy is really a trailblazer..can't wait to hear more about this brand and taste it