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Diageo Acquires Super-Premium Tequila Brand

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Diageo Acquires Super-Premium Tequila Brand

Diageo Acquires Super-Premium Tequila Brand
January 28
12:28 2014

Diageo has added super-premium tequila brand Peligroso to its portfolio. The move comes just weeks after the company announced that a joint venture with Sean Combs had acquired prestige tequila brand DeLeón.

“Acquiring Peligroso is part of Diageo’s strategy of creating a collection of superb quality and distinctive tequilas at complementary price points to appeal to a wide range of consumers,” says Larry Schwartz, president of Diageo North America. “This will position Diageo strongly to capture the range of emerging consumer trends that will shape and drive the next few years of category value growth.”

Peligroso is an award-winning 100 percent blue weber agave tequila from the highlands of Jalisco, Mexico. Founded by two avid surfers, this emerging tequila brand is rooted in the action sports and surfing culture of Southern California. The acquisition of Peligroso will give Diageo an offering in super-premium ($20-$40) tequila, the fastest growing tequila segment in the US, according to Nielsen. With a popular cinnamon variant, Peligroso benefits from consumer interest in flavoured spirits in other categories like vodka and whiskey.

Peligroso is a complement to Diageo’s other tequila brands, Tequila Don Julio (primarily an ultra-premium brand) and DeLeón (prestige brand).

Peligroso comes in four variants, including Cinnamon, Silver, Reposado and Anejo. The current suggested retail prices range from $30 to $55 per 750ml bottle and the brand is available in 12 US states. The brand was purchased from the California-based Peligroso Spirits Company, LLC.

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