Sean "Diddy" Combs

Sean “Diddy” Combs Acquires DeLeón Tequila Brand

(AllHipHop News) Sean “Diddy” Combs hopes to recreate the success of his Ciroc vodka brand with the acquisition of luxury tequila brand DeLeón.

Diddy and Diageo Spirits have partnered to acquire DeLeón as their second 50–50 joint venture.

Diddy’s company Combs Wine & Spirits and Diageo are already 50–50 partners in Ciroc vodka.

“Celebration is a cornerstone of all my businesses, and this joint venture is a natural extension of that portfolio,” said Sean Combs, Chairman, Combs Wine & Spirits. “DeLeón is an outstanding brand that appeals to those who love exceptional tequila in a distinctive bottle. Together with Diageo, we will take DeLeón to new heights.”

Under Diddy’s leadership, Ciroc has experienced phenomenal growth.

Since 2007, Ciroc has gone from selling 50,000 cases a year, to nearly 2,000,000 cases per year.

According to Diageo’s CEO, it was Diddy’s involvement with Ciroc’s success that solidified the purchase of DeLeón.

“The joint venture with Combs Wine & Spirits and its purchase of DeLeón is Diageo’s latest step toward returning to a leading position in tequila in North America,” said Larry Schwartz, President, Diageo North America. “Expanding our relationship with Sean Combs into tequila was a natural choice given Sean’s ability to galvanize support for luxury brands, as we’ve seen with our work together on Cîroc. Ultra-premium and above tequila is a very exciting segment – we already have a strong brand there with Don Julio and are pleased to complement that offering with DeLeón.”

The tequila comes in five variations, ranging in price from $120.00 to over $1,000.00 per bottle.

“In creating DeLeón, I brought the skills of fine wine-making and natural barrel aging to the art of tequila. The result was a spirit unparalleled in purity and taste,” added Brent Hocking, DeLeón’s founder. “I am entrusting DeLeón Tequila to the capable hands of Diageo and Sean Combs as both have demonstrated a commitment to luxury and quality which reflects my own commitment to the DeLeón brand.”

  • ElizabethHumphries

    мʏ ƈօ-աօʀĸɛʀ’ѕ ѕтɛք-αυɴт мαĸɛѕ $64/нօυʀ օɴ тнɛ ƈօмքυтɛʀ. ѕнɛ нαѕ вɛɛɴ υɴɛмքʟօʏɛɖ ғօʀ ɛιɢнт мօɴтнѕ вυт ʟαѕт мօɴтн нɛʀ քαʏмɛɴт աαѕ $17з91 ʝυѕт աօʀĸιɴɢ օɴ тнɛ ƈօмքυтɛʀ ғօʀ α ғɛա нօυʀѕ. ʟιɴĸɛɖ нɛʀɛ…W­O­R­K­9­.­U­S

    • digitallife

      Your Co-Worker’s Aunt must have the hot corner in your state then if she’s making $64.

  • Immortal

    “Diversify ya bonds” – Wu Tang. Wise words taken as a joke by many. Good Power move, but I’m going to stick with tradition Jose Cuervo gold

  • OaklandOxymoron

    This man is the ultimate businessman. Much respect!

  • Black Jay

    Can’t hate on him for that. Get money.

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  • David Gonz


  • Guest

    we dont drikn that bullshit over here…. cirok… that some hyped up shitty ass vodka

    • DLOUPO

      I feel u lil nigga we don’t drink cirok either but ciroc is the shit tho

  • digitallife

    Bottle of New Amsterdam Vodka (Biggest bottle they make $14.99) and the shhhh tastes better and has better reviews than Ciroc which gives you 1/3 the bottle for that price. $120 Tequila, he must be planning to move to move to cali or miami permanently to push that shh.

    • DLOUPO

      Lol yeah go to club and have a bottle of Amsterdam at ur table and watch how u look

      • digitallife

        A club…LMAO. If you are at the club popping bottles caring about what other people think or feel while you spend your money, your priorities are backwards. I could be in a club with a pair of retro patrick ewings, half a ciggie, a linty skull cap, some ill fitting lee jeans,wearing a champion hoodie and I could give a fk what other people think. We getting the same level of turnt back in the day $10 got you Alize and a nice sack and chicks weren’t complaining…that’s that young man spoil a chick, floss for a chick shh. Game is game…either you got it or you don’t. You heard it here first “New Amsterdam” that new new keep your money in your pocket shhh. lol.


    if you aren’t telling these black, latin, and native American people that they are the people of the bible, then your life is a waste…peace

  • ZUBU

    I will not be drinking any of that, but it sounds like a good biz move.