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Diageo and Diddy’s DeLeón Expanding With More Accessibly Priced Range

November 20, 2014

DeLeón Tequila, the luxury Tequila brand co-owned by Diageo and Sean “Diddy” Combs, is attempting to broaden its appeal by introducing new extensions priced a bit lower than its existing range. DeLeón is currently rolling out Platinum and Reposado variants that retail for around $60 a 750-ml. An Anejo offering, priced at approximately $75, is set to launch this summer. These three extensions mark the first new product activity on DeLeón since Diageo and Combs acquired the brand from entrepreneur Brent Hocking in January. DeLeón’s existing lineup features five variants ranging in price from around $150 to $850.


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