“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 a 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 US, according to Nielsen.
With a popular cinnamon variant, Peligroso benefits from consumer interest in flavoured spirits in other categories like vodka and whisky. Peligroso is a complement to Diageo’s other tequila brands, Tequila Don Julio (primarily an ultra-premium brand) and DeLeón (prestige brand).
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