US rapper Sean 'Diddy' Combs buys 50% stake in tequila brand DeLeon
Sean Combs, aka US rapper P.Diddy, has teamed up with drinks giant Diageo to purchase ‘ultra premium’ tequila brand DeLeon in a 50/50 joint venture.The move follows the music mogul’s promotion of Diageo’s Ciroc vodka, which resulted in a hefty 40-fold sales increase.Announcing the deal on Twitter he exclaimed: “BREAKING NEWS!!The WORLD'S BEST tequila has arrived ppl! The @DeleonTequila wave starts NOW! #DeleonTequila READ THIS (sic).”
BREAKING NEWS!!The WORLD'S BEST tequila has arrived ppl! The @DeleonTequila wave starts NOW! #DeleonTequila READ THIS http://t.co/orlyUahEQB
— Diddy (@iamdiddy) January 8, 2014The entrepreneur later followed this up with a statement reading: “With Cîroc, we dated. Now with DeLeon, we're married. This deal is way better. This makes me a true owner."Retailing at up to £55 a shot the drink has become a staple in Hollywood although with its eye watering price volumes remain low, with just 10,000 nine litre cases sold last year.Diageo and Combs are currently formulating a marketing strategy for their new venture.