Diageo Strikes Deal To Trade Cîroc and Lobos 1707 Rights, Foster Collaborative Growth
- Consumer Goods & Services
Fallon Wolken
- 0
- 3 minutes read
Lobos 1707 Tequila and Cîroc Ultra-Premium Vodka
Diageo has formed a strategic joint venture with California-based Main Street Advisors to gain majority ownership interest in Lobos 1707 Tequila in exchange for Cîroc Ultra-Premium Vodka’s North American brand rights.
The partnership looks to leverage Diageo’s supply chain scale, route-to-market, marketing capabilities, and consumer insights, combined with Main Street’s experience for incubating and accelerating consumer businesses.
Cîroc Vodka and Lobos 1707 will each maintain their respective identities and leaders as part of the joint venture, including Lobos 1707’s founder and chief creative officer Diego Osorio.
About the Brands
Cîroc Vodka is gluten-free and created with fine French grapes. It is distilled a fifth time at the historic Distillerie de Maison Villevert – Chevanceaux in the South of France.
Lobos 1707 launched in 2020 backed by athlete LeBron James. It ages its agave spirits in American oak barrels and finishes in Pedro Ximénez Sherry wine barrels.
