Just three weeks after announcing it had partnered with Sean "Diddy" Combs to acquire superluxe tequila DeLeon, spirits marketing giant Diageo announced on January 27 it is acquiring the premium tequila brand Peligroso.
A highland 100% agave tequila out of Jalisco, Mexico, Peligroso was founded by two avid Southern California surfers. In addition to blanco, reposado and añejo expressions, Peligroso introduced a cinnamon flavored tequila, and was among the first brands to venture into flavored tequila, an arena expected to significantly expand in 2014 and beyond. The tequilas range between $30 and $55 a bottle, depending on the expression, and is currently available in 12 states.
The announcement from Diago did not discuss details of the acquisition. However, it appears to be part of a larger plan for aggressive expansion of its presence in the premium spirits category. In addition to the DeLeon acquisition, Diageo announced this month that it was revitalizing and expanding the Speyside Scoth single malt whisky label Mortlach, has plans for a £30 million expansion of the Clynelish Distillery in Sutherland, Scotland, and recently expanded the Talisker whisky portfolio with the introduction of Talisker storm.
In addition to DeLeon and Peligroso, Diageo also holds Tequila Don Julio. Diageo dissolved its longtime partnership with Jose Cuervo in 2012.
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FTC Disclaimer: The author sometimes receives product samples for review, which carry no cash value and cannot be re-sold, and sometimes attends press events such as lunches or cocktail parties, designed to promote a given product. The author is not paid by any alcohol manufacturer, retailer or distributor, or provided compensation apart from revenue from an assigning publishing company for editorial publication. Opinions are the author's own. By the way, you should be 21 or older to read this page. Author received no comps or samples in connection with this article. He may, however, be holding on to his pre-Diageo bottles of Peligroso now.