Diddy, Driving Force Behind Cîroc’s Success, Said To Be Partnering With DeLeón TequilaDecember 31, 2013
The New York Post has reported that entertainment mogul Diddy has entered into an alliance with upscale DeLeón Tequila. According to the Post and other press reports, Diddy has formed a partnership with DeLeón—which was founded about five years ago by Brent Hocking—and will feature the brand tonight at a New Year’s Eve gala at his Miami mansion. While DeLeón’s core offering retails for around $140 a bottle, the range also includes extensions that sell for as much as $825.
Diddy is no stranger to the high-end spirits business. In 2007, he became the face of Diageo North America’s Cîroc, while also acquiring part-ownership of the French vodka, which quickly became one of the U.S. spirits market’s hottest brands. In 2007, Cîroc sold 100,000 cases, according to Impact Databank. It looks as if Cîroc will finish 2013 at approximately 2 million cases.Subscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.