Sauza Tequila and Justin Timberlake Launch Sauza 901 Tequila

Diageo have added super-premium tequila brand Peligroso to their portfolio. This announcement comes just three weeks after the company announced a joint venture with Sean Combs that acquired prestige tequila brand DeLeon.

"Acquiring Peligroso is part of Diageo's strategy of creating a collection of superb quality and distinctive tequilas at complementary price points to appeal to a wide range of consumers," said Larry Schwartz, President, Diageo North America. "This positions Diageo strongly to capture the range of emerging consumer trends that will shape and drive the next few years of category value growth."