Diageo

Drinks giant Diageo has expanded its portfolio of premium tequilas with the purchase of the new super-premium tequila brand Peligroso from California-based Peligroso Spirits Company for an undisclosed amount.

The move by the company comes three weeks after it formed a joint venture with Sean Combs and purchased tequila brand DeLeón.

Peligroso is a 100% blue weber agave tequila that is made from agaves sourced from the highlands of Jalisco, Mexico.

The tequila brand comes in four flavours, including Cinnamon, Silver, Reposado and Anejo. These flavours attract customers from other flavoured spirits such as vodka and whiskey.

Diageo North America president Larry Schwartz 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," Schwartz added.

The suggested retail prices range from $30-55 per 750ml bottle and the brand is available in 12 US states.

Peligroso joins Diageo’s portfolio of other tequila brands including Tequila Don Julio and DeLeón, and other spirits brands including Johnnie Walker, Crown Royal, J&B, Windsor, Buchanan’s and Bushmills whiskies, Smirnoff, Cîroc and Ketel One vodkas, Baileys, Captain Morgan, Tanqueray and Guinness.

Image: Diageo adds Peligroso tequila brand to portfolio. Photo courtesy of Diageo.