Diageo acquires Peligroso

TO CAPTURE a wider range of emerging consumers, Diageo has added the super-premium tequila brand Peligroso to its portfolio. 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 ($20-$40) tequila, the fastest growing tequila segment in the U.S., according to Nielsen. With a popular cinnamon variant, the tequila benefits from consumer interest in flavoured spirits in other categories like vodka and whiskey.