The continuing trend of celebrity-endorsers continues with Diddy and DeLeón and Justin Timberlake with Sauza 901.
Diageo formed a joint venture with Sean “Diddy” Combs to buy DeLeón, a premium tequila brand. Diageo will add DeLeón to its tequila portfolio, which already includes Don Julio. Tequila priced at more than $60 a bottle — of which DeLeón does — makes up only 0.6% of the U.S. tequila market, according to Nielsen.
If Diddy does for DeLeón what he did for Ciroc, DeLeón’s numbers will sky rocket from its current 10,000 nine-liter cases a year.
Meanwhile, Beam Inc. is partnering with Justin Timberlake on a new Tequila project, Sauza 901. Timberlake previously launched 901-branded Tequila, some may remember the advertising ). Beam says the new Sauza 901, which will be owned jointly between it and Timberlake, will not change in taste profile from the original 901.
Should you be in negotiations with a celebrity spokesperson or partner for your brand, Malkin Law is happy to assist.