Diageo joins Diddy for a shot at tequila market

Back in 2007, the artist formerly known as Puff Daddy (then P Diddy, then just Diddy) used the lyrics of album track Through The Pain (She Told Me) to tell fans he’d been “hangin' on Patron all day” – name checking the premium tequila brand beloved by rappers from Jay-Z to Chamillionaire.

Today he officially switched allegiance, hooking up with drinks giant Diageo to buy luxury US tequila maker DeLeon. The tie-up marks the second joint venture between the unlikely business partners, after the rapper/businessman/actor/producer became the face of the firm’s Ciroc vodka brand back in 2007.

“With Ciroc, we dated. Now with DeLeon, we're married,” Diddy – real name Sean Combs – said.

Neither party confirmed financial terms, but the move marks a small step for Diageo to replacing the sales of the spirit it lost last year, when it let a distribution agreement with Jose Cuervo expire.

The cheapest bottle of DeLeon retails at $120 but Diddy’s favourite – the anejo – sells for about $200 per bottle.