USA – Diageo, a global beverage giant, has reached a settlement with Sean ‘Diddy’ Combs, concluding a high-profile dispute and securing sole ownership of the jointly-held DeLeón tequila brand.  

The resolution follows the breakdown of the 16-year partnership in June, originating from a brand management arrangement for vodka brand Cîroc in 2007, eventually leading to the joint acquisition of DeLeón in 2013. 

The dispute reached a critical point when Combs Wines & Spirits filed a court case, alleging that Diageo had not provided sufficient marketing attention to DeLeón, and further claimed that Combs’ race had been taken into consideration.  

Diageo vehemently denied these allegations. However, the recent settlement puts an end to all disputes, with Combs withdrawing his allegations, and both parties dismissing the lawsuits. 

Diageo, in a statement, confirmed the resolution, stating, “Mr Combs has withdrawn all of his allegations about Diageo and will voluntarily dismiss his lawsuits against Diageo with prejudice.  

Diageo and Mr Combs have no ongoing business relationship, either with respect to Cîroc vodka or DeLeón tequila, which Diageo now solely owns.” The details of the settlement, including any financial transactions, were not disclosed. 

As a result of the settlement, DeLeón joins Diageo’s tequila portfolio alongside renowned brands Casamigos and Don Julio. The acquisition adds strength to Diageo’s position in the tequila market, presenting an opportunity for strategic growth. 

Tequila Don Julio Alma Miel 

Meanwhile, Diageo North America has introduced Tequila Don Julio Alma Miel, a new permanent addition to its Don Julio tequila portfolio.  

Tequila Don Julio Alma Miel is a distinctive blend of Blanco tequila distilled with oven-roasted agave honey and Añejo tequila aged for at least 14 months.  

The unique aging process involves finishing the tequila in Crémant du Limoux wine casks from the Limoux region of France, resulting in a smooth liquid with sweet notes of agave honey, spiced orchard fruit, creamy caramel, and rich roasted agave. 

Christina Choi, Senior Vice President of Tequila at Diageo North America, said, ” Our love for the craft is what keeps Tequila Don Julio at the forefront of luxury tequila and a force when it comes to sharing some of the most exceptional expressions with the world. 

With the launch of Tequila Don Julio Alma Miel, we hope to inspire tequila lovers who are exploring new innovations as we pay tribute to the spirit of Mexico through the agave plant.” 

Tequila Don Julio Alma Miel is available in a sleek 750-ml bottle, with a suggested retail price of US$99.99, currently on shelves in select markets and set to roll out in the coming months. 

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