Diddy’s Newest Drink Venture: High-End Tequila

Originally posted 01/08/2014 05:44PM

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As the face of Ciroc, Sean “Diddy” Combs helped the vodka brand become synonymous with a night out at the club, but now the music mogul is ready to introduce the world to a more refined drinking experience with DeLeón Tequila.

“DeLeón is for those intimate situations where you are taking your time,” Diddy tells PEOPLE. “There is really no ultra premium tequila out there right now that is really marketed to people.”

Diddy, who purchased the tequila company as his first acquisition for his Combs Wine and Spirits in partnership with Diageo, was first turned on to the brand when he moved to Los Angeles from New York and noticed it was served at all his favorite Hollywood hotspots.

“Everywhere I went I would ask for a shot of tequila and they would say to me, ‘You have to try DeLeón. It’s the best,’” says Diddy. “And the art, taste, complexity and depth that I felt when I first drank DeLeón blew me away.”

He recommends sipping the tequila on the rocks alongside a “beautifully seasoned filet mignon” but advises that the three types available — Anejo, Reposado and Diamante — are “almost like wine” in that each goes well with different flavors.

“People really aren’t educated about tequila,” says Diddy, who eventually hopes to expand Combs Wine and Spirits. “And I want to explain the art of tequila with DeLeón. It is a luxury brand and that is what I was interested in bringing to the world.”

—Patrick Gomez

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