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Diageo and Sean Combs expands DeLeón portfolio
Published:  20 November, 2014

Diageo and Sean 'Diddy' Combs have unveiled an expanded DeLeón Tequila portfolio.

The Platinum and Reposado variants mark the first release from the Diageo and Combs Wine & Spirits joint venture since acquiring DeLeón in January.

Larry Schwartz, Diageo North America president said: “Consumers are embracing ultra-premium and luxury tequilas, and the exceptional new DeLeón line will find an expanded audience of believers.

“With Sean as our joint venture partner, I am confident in DeLeón’s potential to succeed and believe that it will play an increasingly important role in achieving Diageo’s tequila ambition.”

The complete DeLeón collection includes three ultra-premium and three luxury variants. Ultra-premium Platinum, Reposado and Añejo range from $60-75 in 750ml format. Diamante, Extra Añejo and Leóna make up the luxury range, retailing for $150-850 per 750ml.

Sean Combs, chairman of Combs Wine & Spirits, said: “With the creation of DeLeón, we accepted nothing but the best because we know DeLeón drinkers desire and expect the best tequila on the market – and that’s exactly what we’ve delivered. I fell in love with DeLeón when I first tasted it and I hope you will too.”

DeLeón Platinum and Reposado will be available this month at participating stores nationwide with an Añejo release set for Summer 2015.