Diageo Acquires Super-Premium Tequila Brand, PeligrosoDownload file

Company adds to its collection of outstanding and distinctive tequila brands

Diageo, the world’s leading premium drinks business, today added super-premium tequila brand Peligroso to the company’s portfolio. This announcement comes just three weeks after the company announced a joint venture with Sean Combs acquired prestige tequila brand DeLeón.

“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 an award-winning 100 percent blue weber agave tequila from the highlands of Jalisco, Mexico. Founded by two avid surfers, this emerging tequila brand is rooted in the action sports and surfing culture of Southern California. The acquisition of Peligroso will give Diageo an offering in super-premium ($20-$40) tequila, the fastest growing tequila segment in the U.S., according to Nielsen*. With a popular cinnamon variant, Peligroso benefits from consumer interest in flavored spirits in other categories like vodka and whiskey.

Peligroso is a complement to Diageo’s other tequila brands, Tequila Don Julio (primarily an ultra-premium brand) and DeLeón (prestige brand).

Peligroso comes in four variants, including Cinnamon, Silver, Reposado and Anejo. The current suggested retail prices range from $30 to $55 per 750ml bottle and the brand is available in 12 U.S. states. The brand was purchased from the California-based Peligroso Spirits Company, LLC.


Notes to Editors:

About Diageo

Diageo is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, beer and wine. These brands include Johnnie Walker, Crown Royal, JεB, Windsor, Buchanan’s and Bushmills whiskies, Smirnoff, Cîroc and Ketel One vodkas, Baileys, Captain Morgan, Tanqueray and Guinness.

Diageo is a global company, with its products sold in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit us at For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit

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Media relations:

Lisa Crane +44(0) 208 978 4771

Rowan Pearman +44 (0)208 978 4751

Investor relations:

Pier Falcione +44 (0) 208 978 4838

* The Super-Premium Tequila segment grew 14% (value) and 18% in (volume) according to Nielsen RMS data, 52 weeks ending 1/4/14, Total US XAOC excl. WA.

Related media

Peligroso images Download file
27 Jan 2014

Peligroso images


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