Sean “Diddy” Combs is expanding his empire into the tequila market — and has partnered with high-end DeLeon Tequila to do so.
The mogul, who has turned his Ciroc Vodka into a $100 million franchise, has just sealed a deal to partner with DeLeon, which was founded by Brent Hocking in 2008 and was introduced to the US market on Cinco de Mayo, 2009. It has since won a string of awards.
After spending Christmas with his kids in Los Angeles, Revolt TV founder Diddy is celebrating the deal by throwing a lavish New Year’s party at his mansion on Miami’s exclusive Star Island, which will be awash with the flashy tipple that sells from $140 to $825 a bottle.
Combs’ New Year’s Eve parties draw a huge crowd each year, with past guests lists including Rihanna, Robin Thicke, Queen Latifah, Naomi Campbell and Mariah Carey.
This year, Q-Tip and DJ Ramadus will be spinning the tunes, Pharrell Williams is expected, plus a surprise performance.