Seeking Alpha

Diageo hits the Puff Daddy growth lever again

  • 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."
This was corrected on 01/09/2014 at 01:32 AM.
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