Diageo is exchanging brand rights for vodka brand Ciroc for a majority stake in Tequila brand Lobos 1707. The drinks giant has struck a deal with US investment firm Main Street Advisors for a joint ...

Liquor company Diageo and rapper Sean "Diddy" Combs joined forces in 2007 to market his Cîroc Ultra-Premium Vodka and extended the partnership in 2014 by purchasing his tequila brand, DeLeón. However, ...

Diageo is trading its ownership of Cîroc Ultra-Premium Vodka in North America for a majority stake in Lobos 1707 Tequila, a brand backed by NBA star LeBron James. The transaction is the first from the ...

Diageo has traded the rights to its Cîroc vodka brand in North America for a majority share of LeBron James’ Lobos 1707 tequila and mezcal brand. The strategic joint venture with investment and ...