27 January 2014 14:58

Diageo Acquires Super-Premium Tequila Brand, Peligroso

Diageo today added super-premium tequila brand Peligroso to the company's portfolio. This announcement comes just three weeks after the company announced a joint venture with Sean Combs acquired prestige tequila brand DeLeón.

"Acquiring Peligroso is part of Diageo's strategy of creating a collection of superb quality and distinctive tequilas at complimentary price points to appeal to a wide range of consumers," said Larry Schwartz, President, Diageo North America.  "This will position Diageo strongly to capture the range of emerging consumer trends that will shape and drive the next few years of category value growth."

Peligroso is an award-winning 100 percent blue weber agave tequila from the highlands of Jalisco, Mexico.  Founded by two avid surfers, this emerging tequila brand is rooted in the action sports and surfing culture of Southern California.  The acquisition of Peligroso will give Diageo an offering in super-premium ($20-$40) tequila, the fastest growing tequila segment in the U.S., according to Nielsen.  With a popular cinnamon variant, Peligroso benefits from consumer interest in flavored spirits in other categories like vodka and whisk(e)y.

Peligroso is a complement to Diageo's other tequila brands, Tequila Don Julio (primarily an ultra-premium brand) and DeLeón (prestige brand).

Peligroso comes in four variants, including Cinnamon, Silver, Reposado and Anejo.

 

Related News

  • Jose Cuervo Tequila Celebrates 220th Anniversary
    Jose Cuervo knows how to celebrate and, for its 220th year, the brand has announced the launch of its commemorative Jose Cuervo Especial Gold and Silver bottles. The occasion marks…
  • Diageo trades Bushmills for Don Julio
    Diageo has agreed with Casa Cuervo the acquisition of full global ownership and control of Tequila Don Julio and the early termination of Casa Cuervo's production and distribution agreement for…
  • George Clooney's Casamigos Tequila adds Variant
    Hollywood actor George Clooney and his partners, Rande Gerber and Michael Meldman, have added Casamigos Añejo to the brand's portfolio, which already included Blanco and Reposado variants. Casamigos Añejo is…