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Diageo Plc
Diageo teams with Sean 'Diddy' Combs to acquire DeLeon tequila
Diageo teams with Sean 'Diddy' Combs to acquire DeLeon tequila

Sometimes, the best mixer for premium liquor is a big name. Diageo, the large British beverage company, has teamed with rapper-turned-entrepreneur Sean "Diddy" Combs to acquire high-end tequila brand DeLeon. The partnership between Diageo and Combs Wine & Spirits follows a 2007 deal between the companies to develop the Ciroc vodka brand. Diageo said sales of Ciroc have exploded from 50,000 to nearly 2 million cases per year since that deal. Diageo said in a statement that it wanted to work with Combs again because of his "access to influencers and proven track record of marketing luxury lifestyle brands." “Expanding our relationship with Sean Combs...

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