UK-based drinks major Diageo has purchased tequila brand Peligroso from Peligroso Spirits Company, in a move to create a portfolio of variant quality tequilas.
Peligroso is a 100% blue weber agave tequila from the highlands of Jalisco, Mexico. The tequila is available in different flavors including Cinnamon, Silver, Reposado and Anejo.
Commenting on the acquisition, Diageo North America president Larry Schwartz said that acquiring Peligroso is part of Diageo's strategy of creating a collection of quality and distinctive tequilas at complimentary price points to appeal to a wide range of consumers.
"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," added Schwartz.
Priced at suggested retail prices ranging from $30 to $55 per 750ml bottle, Peligroso tequila is currently available across 12 US states.
Peligroso is an addition to Diageo's existing tequila brands such as Tequila Don Julio and DeLeón.
