Diddy Premieres New Deleon Tequila

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Diddy Premieres New Deleon Tequila!!!

Diddy Premieres New Deleon Tequila after teaming up with Diageo to promote Deleon Tequila in hopes that Sean Combs can take it to the next level like Ciroc.

The “Ciroc Boy” himself just announced his latest project, “DeLeon” the new improved Tequila.

Sean Diddy Combs is once again working with Diageo promoting his newest joint venture, Tequila. The name of the Tequila is Deleon which hit the market in 2009, but has yet been able to create buzz. That is why the Revolt TV frontman is the face of Deleon.

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Sean “Diddy” Combs, the entrepreneur and DeLeon is the end result of partnership the rap mogul and the British multinational liquor company, Diageo.

Back in 2007, Diageo decided to refrain from selling Jose Cuervo Tequila but vowed to make a comeback in the Tequila world. There is no better way to make a comeback than having DeLeon by your side. Having Combs as the face helps to brand Deleon tequila everywhere. Mr Combs is an influencer in the community which makes him a perfect choice as Branding ambassador.  It’s a way to get the hip hop community interested in another Diddy influenced drink for the club goer. Sean is the chief marketing officer and brand ambassador for Ciroc as well as Deleon. He started posting on IG on November 12th, 2014.

According to Diddy, “#DeLeonTequila is the definition of smooth. Available nationwide.”

Take a look:

Yesterday was #DDay, and we’re still celebrating. Here’s to #TheNextLevel.

A video posted by DeLeón Tequila (@deleontequila) on

Here is a little about the Rise of DeLeon:

DeLeon is Diageo’s solution for returning to its past tequila glory. In an equal-equity joint venture between Diageo and Diddy’s Combs Wine & Spirits, the two companies completed the acquisition of DeLeon Tequila earlier last week. If you have never heard of DeLeon Tequila, that is not too surprising. Last year DeLeon sold fewer than 10,000 nine-liter cases in a distribution area of just 18 U.S. states and the District of Columbia. That compares to the 4 million cases of Jose Cuervo Diageo previously distributed worldwide each year.

Even with access to Diageo’s distribution network, which is second-to-none in the industry, do not expect to find DeLeon Tequila at your local discount department store. An ultra-premium brand, DeLeon’s price points start at $120 and go all the way up to more than $1,000 a bottle. That compares to $20 for a 750 ml bottle of Jose Cuervo Especial. Instead of being the average person’s tequila like Jose Cuervo, DeLeon Tequila is instead positioned as a high-price, high-margin, luxury product for a very wealthy, upscale, and exclusive clientele. Case in point: DeLeon Tequila is a favorite at L.A. celebrity parties, Hollywood movie premieres, New York fashion events, and private music concerts.

Glasses raised

For 16 years, Diageo helped to make Jose Cuervo a dominant global brand that had about a 35% share of the worldwide tequila market. Replacing Jose Cuervo will be no small feat. The loss, however, does offer Diageo the opportunity to develop its own brand rather than simply distribute another company’s products.

Obviously, DeLeon will not become an international, or even national, powerhouse brand overnight. However, DeLeon Tequila has already done a fine job of cultivating an aspirational brand image in a very short amount of time (since 2009). If Diageo and Diddy can replicate the success of their Ciroc vodka partnership, DeLeon Tequila could be a major strategic brand for Diageo in the not-too-distant future.

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