Sean Combs Looks To Enter Tequila Category
December 21, 2011Sean “Diddy” Combs—already a player in the spirits industry through his 50/50 partnership with Diageo on Cîroc vodka—says he will likely enter the Tequila category within the next year. Combs told E! Online he’s been making frequent trips to Mexico to find a potential Tequila brand with whom to partner. “In the next year, you will probably see me going toe to toe with (Patrón),” Combs said. He and Diageo recently unveiled a new ad campaign for Cîroc, which is expected to pass the 1-million case mark in U.S. sales this year.
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