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Diageo Acquires Flavored Tequila Brand 21Seeds

March 31, 2022

Diageo has acquired 21Seeds, a rapidly growing flavored Tequila infused with real fruit juice, for an undisclosed sum. The brand is available in three varieties: Valencia Orange, Grapefruit Hibiscus, and Cucumber Jalapeño. With an abv of 35%, the company says each variant can be mixed into easy-to-make, spritz-style cocktails such as the brand’s signature serve, the ‘Seed and Soda’.

21Seeds was founded in 2019 by three female entrepreneurs—Kat Hantas, Nicole Emanuel, and Sarika Singh—who will continue to actively work in the business. “21Seeds is one of the fastest-growing brands in the increasingly popular flavored Tequila segment and we are delighted to welcome it into our Tequila portfolio,” said Diageo NA president Debra Crew. “This acquisition is in line with our strategy to acquire high-growth brands in fast growing categories.”—Daniel Marsteller

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