- Diageo (DEO -0.4%) snaps up premium tequila brand DeLeon in a deal that will see it partner again with entertainer Sean Combs.
- The company has seen sales of Ciroc skyrocket to 2M cases a year with the marketing help from Combs.
- Prices for DeLeon tequila range as high as $1,000 per bottle.
- Diageo execs on the partnership: "Sean (Combs) is a proven growth driver."
at CNBC.com (Nov 18, 2014)