P Diddy co-signs Diageo as pair buy luxury tequila brand DeLeon

For the second time, the beverage behemoth Diageo has partnered with Bad Boy entrepreneur Sean Combs, better known as rapper P Diddy, to purchase the high-end tequila company DeLeon. 

In a 50/50 deal with the British beverage giant that also controls Smirnoff and Johnnie Walker, the I'll Be Missing You singer purchased the business for an undisclosed sum. 

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As part of a marketing agreement with the company, Combs is already the face of Diageo's high-end vodka, Circoc. Due to Diddy's support, the brand's sales have nearly quadrupled.

For the second time, the beverage behemoth Diageo has partnered with Bad Boy entrepreneur Sean Combs, better known as rapper P Diddy, to purchase the high-end tequila company DeLeon. 

In a 50/50 deal with the British beverage giant that also controls Smirnoff and Johnnie Walker, the I'll Be Missing You singer purchased the business for an undisclosed sum. 

As part of a marketing agreement with the company, Combs is already the face of Diageo's high-end vodka, Circoc. Due to Diddy's support, the brand's sales have nearly quadrupled.