Diageo acquires flavoured tequila brand 21Seeds

Diageo has acquired premium flavoured tequila brand, 21Seeds, for an undisclosed sum.

Founded in 2019 by three female entrepreneurs, Kat Hantas, Nicole Emanuel and Sarika Singh will continue to operate 21Seeds in partnership with the Diageo North America team. 

21Seeds is a flavoured tequila brand infused with natural fruits juice. The tequila has a 35% abv and is available in three expressions: Valencia Orange, Grapefruit Hibiscus and Cucumber Jalapeño.

Debra Crew, Diageo’s president of North America, said: “This acquisition is in line with our strategy to acquire high growth brands in fast-growing categories. It is particularly special to me given Diageo’s longstanding commitment to champion inclusion and diversity, and we look forward to working with this dynamic trio of female entrepreneurs to continue growing 21Seeds.”

Hantas added: “We created 21Seeds because, quite simply, it’s what we wanted to drink – something casual that made drinking tequila cocktails as approachable as a glass of wine or beer…We are excited about the future for 21Seeds with Diageo’s resources and capabilities behind it.”