(CercleFinance.com) – Diageo announces the acquisition of 21Seeds, a flavored tequila infused with real fruit juice. The brand comes in three varieties: Valencia Orange, Grapefruit Hibiscus and Cucumber Jalapeño.
The 21Seeds brand was founded in 2019 by three women, Sarika Singh, Nicole Emanuel and Kat Hantas, who wanted to create flavorful and smooth spirits that were easy to mix and enjoy.
The founders, who also led the company, will continue to work actively on 21Seeds, working closely with the Diageo North America team and helping to build the brand’s success.
Diageo points out that in the United States, the tequila category is growing by 16%, more than three times faster than all spirits…
“This acquisition is part of our strategy of acquiring high-growth brands in fast-growing categories,” said Debra Crew, president of Diageo in North America. “We look forward to working with this dynamic trio of female entrepreneurs to continue to grow 21Seeds,” she continued.
Diageo specifies that the acquisition was financed by existing cash.
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