Diageo sends second bolt from the blue

27 January, 2014

Diageo has added to its US tequila portfolio with the acquisition of 100% blue agave tequila Peligroso from the Californian Peligroso Spirits Company.

The news comes just three weeks after the Diageo and Sean Combs’ joint venture bought prestige tequila brand DeLeón.

Peligroso is a super premium tequila from the highlands of Jalisco, Mexico and comes in four variants:  Silver, Reposado, Anejo and the flavoured variant, Cinnamon.

Diageo has not disclosed the value of the acquisition.

Larry Schwartz, president, Diageo North America 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.”

According to Diageo, Peligroso was founded by two avid surfers and 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 US, according to Nielsen.

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

The current suggested retail prices range from $30 to $55 per 75cl bottle and the brand is available in 12 US states.   


Nick Strangeway


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