- 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."
Diageo hits the Puff Daddy growth lever again
Jan 8 2014, 13:37 ET
This was corrected on 01/09/2014 at 01:32 AM.