Diageo and Sean Combs expands DeLeón portfolio

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.