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Diageo purchases Peligroso tequila brand

28 Jan 2014

LONDON, UK: Britain's Diageo, the world's biggest producer of alcoholic drinks, announced on Monday that it has bought premium tequila brand Peligroso for an undisclosed amount.

Diageo said in a brief statement that it has purchased the brand from the California-based Peligroso Spirits Company.

"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," said Larry Schwartz, President, Diageo North America.

"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 classed as a super-premium tequila that is priced at $30 to $55 per bottle.

The news came almost three weeks after Diageo had joined forces again with US rapper Sean "Diddy" Combs in a deal to buy ultra-premium luxury tequila brand DeLeon.

DeLeon is priced from US$120.00 to over $1,000 per bottle.

Source: AFP

Source: I-Net Bridge

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