Diddy does Diageo (again)


With CES in full swing I should be focusing on 50cent’s expanding range of premium headphones or maybe the new partnership between Harman’s Infinity speaker brand and Linkin Park but not this day. No today I will ignore the world’s biggest tech conference and toast the marriage of Diddy and Diageo, apparently they have just been good friends up until now.

There was a time when Sean “Diddy” Combs was best known for being good at music and rebranding himself every time he changed his pants. Nowadays he is best known for being a business tycoon following successes in clothing, restaurants and Cîroc vodka. Diddy or was it Puffy Daddy or maybe Puff, lets just call him Mr Combs for today, has joined up with his mates at Diageo to acquire the ultra-premium tequila brand DeLeón. Unlike Cîroc which is owned by Diageo, the newly acquired DeLeón will be a 50/50 joint venture with Combs Wine & Spirits (soon to be renamed Diddy Premium Booze).

If you want to read more about the emerging booze baron have a look in today’s Guardian . Mr Combs has been pretty effective at using his music reputation to create some solid businesses and brands so I would imagine all those other celebs working with tequila brands will now be looking for alternative premium spirits to attach themselves to. Pastis anyone?

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