Thursday, December 18th2.2°C
24124
23980

Diageo forms new joint venture with rap star Sean "Diddy" Combs

LONDON - Premium drinks company Diageo has formed a new joint venture with rap star Sean "Diddy" Combs and has bought the prestige tequila brand DeLeon.

The 50/50 partnership between Diageo and Combs Wine & Spirits allows the brand to take advantage of Diageo's distribution network, together with Combs' star power in marketing luxury brands. DeLeon has variants of tequila, which have suggested retail prices ranging from $120 to over $1,000.

In a statement Wednesday, Combs says DeLeon appeals to "those who love exceptional tequila in a distinctive bottle."

Diageo also has a separate "strategic alliance" with Combs Enterprises to develop and grow the ultra-premium vodka brand, Ciroc. The alliance began in 2007, and has grown from 50,000 cases a year to nearly 2 million cases.

The Canadian Press


Read more Business News




Recent Trending




Today's Market
S&P TSX14346.75+133.36
S&P CDNX665.50+6.47
DJIA17778.15421.28
Nasdaq4748.396+104.085
S&P 5002061.23+48.34
CDN Dollar0.8630-0.0004
Gold1197.90+3.2001
Oil55.12+1.01
Lumber336.20-0.70
Natural Gas3.653+0.011

 
Okanagan Companies
Pacific Safety0.13+0.005
Knighthawk0.01-0.005
QHR Technologies Inc1.28+0.01
Cantex0.03-0.005
Anavex Life Sciences0.17+0.0041
Metalex Ventures0.055+0.005
Russel Metals26.00-1.18
Copper Mountain Mining1.57+0.03
Colorado Resources0.12+0.015
ReliaBrand Inc0.011-0.0089
Sunrise Resources Ltd0.055+0.005
Mission Ready Services0.225+0.005

 
23744


21297

FEATURED Property
20747361844 Diamond View Drive
10088429 bedrooms
$229,000
more details
image2image2image2
Click here to feature your property
Please wait... loading


Parenthood: Estates, insurance & taxes

It is now even more important to ensure your loved ones are well looked if anything should happen to you. Here are a few topics to consider helping you prepare for some of the unexpected events that c...


Managing your sales team

Managing a sales team can be quite a challenge. Harnessing individual personality preferences and getting everyone focused on the same goals, moving at the same pace, and working in collaboration to d...


Working under the table

They say there are only two things that are certain in life: death and taxes. Not exactly an uplifting thought, but true nonetheless. Some people try to avoid paying tax by “working under the ta...

_



24386

24437


Member of BC Press Council


23871