Saturday 21 April 2018

Diageo adds Peligroso to its tequila range

The Guinness brewery at St James’s Gate in Dublin.
The Guinness brewery at St James’s Gate in Dublin.
Peligroso Tequila

Guinness maker Diageo, the world's biggest spirits maker, has added to its range of tequilas with the acquisition of super-premium brand Peligroso, the company said yesterday.

The deal comes three weeks after Diageo and rapper-turned-business mogul Sean 'Diddy' Coombs teamed up to buy luxury US tequila brand DeLeon. Last year, the group lost sales and profit when it stopped selling Jose Cuervo, the world's best-selling tequila.

Diageo said Peligroso, founded by two avid surfers, was popular in the action sports and surfing scene of southern California and would give the firm a foothold in super premium $20-$40 (€15-€30) tequila, the fastest-growing tequila segment in the US, according to tracking agency Nielsen.

Financial terms were not disclosed.

Diageo, whose other spirit brands include Johnnie Walker whisky and Smirnoff vodka, let its distribution agreement with Cuervo's owner, the Beckmann family, expire after failing to get an equity stake.

When announcing the joint acquisition of DeLeon on January 8, Diageo's North America president Larry Schwartz told Reuters the deal was not going to be the last in its tequila portfolio.

Irish Independent

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