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The acquisition of Peligroso gives Diageo a super-premium tequila offering in its spirits portfolio |
Diageo has expanded its tequila portfolio with the acquisition of super-premium brand Peligroso from Peligroso Spirits Company.
The acquisition gives Diageo an offering in the US$20-$40 range and follows the company’s recent joint venture with Sean Combs to acquire the prestige tequila brand DeLeón. Diageo also owns ultra-premium Tequila Don Julio.
Diageo North America President Larry Schwartz said: “Acquiring Peligroso is part of Diageo’s strategy of creating a collection of superb quality and distinctive tequilas at complimentary price points to appeal to a wide range of consumers. 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 described as a 100% blue weber agave tequila from the highlands of Jalisco in Mexico. The tequila was founded by two surfers, taking its inspiration from action sports and the surfing culture of Southern California.
Available in four variants – including Cinnamon, Silver, Reposado and Anejo – Peligroso is priced between US$30-US$55 for a 75cl bottle. It is currently available in 12 US states.
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Following the Peligroso deal Diageo now owns three tequila brands across super-premium, ultra-premium and prestige segments |
