Diddy and Diageo Ink New Partnership, Introduces DeLeón Tequila
King Combs has started off 2014 in a major way: the entrepreneur has launched Combs Wine & Spirits, with the first brand being a high-end Tequila, in hopes of achieving the same success he’s had over the years with Cîroc Vodka. Prices for the luxury spirit has yet to be revealed, but Forbes reported a figure between $120 and $1000 (or more in nightclubs). The new collaboration is said to fill the void left by Jose Cuervo, which Diageo stopped distributing in June 2012 and both parties have lofty expectations for DeLeón Tequila considering Diddy helped transform a 50,000-case-per-year vodka into the nearly 2 million-per-year business with Cîroc. But don’t expect any over-the-top, big-budget commercials and splashy ads as chief executive Paul Walsh said his company would like to make an “organic play” in terms of DeLeón Tequila’s marketing approach.
It’s no secret Mr. Combs is a hustler and can sell water to a well, but it’ll be interesting to see how DeLeón compares to more affordable options like Don Julio and Patron.