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Diageo acquires tequila brand Peligroso

Diageo today added another tequila brand to its portfolio. The acquisition of Peligroso super premium tequila by Diageo from the California-based Peligroso Spirits Company comes just three weeks after the company’s announcement of a joint venture with Sean Combs to purchase 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% 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 (US$20-US$40) tequila, the fastest growing tequila segment in the US, according to Nielsen* With a popular cinnamon variant, Peligroso benefits from consumer interest in flavoured 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 US$30 to US$55 per 75cl bottle and the brand is available in 12 US states. 

*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.

27 January 2014 - Felicity Murray The Drinks Report, editor