Diageo Forms JV With Main Street Advisors On Cîroc And Lobos 1707
April 8, 2025Diageo is forming a joint venture with California-based investment firm Main Street Advisors that will market the Cîroc vodka and Lobos 1707 Tequila brands moving forward.
Under the deal, for which financials weren’t disclosed, Diageo is exchanging majority ownership of Cîroc’s brand rights in North America for majority ownership interest in Lobos 1707 in a move it says will “maximize the value of Cîroc Ultra-Premium Vodka’s brand rights in North America and Lobos 1707 brand rights worldwide.” Here’s the full story.
Tagged : Cîroc, Diageo, Lobos 1707
