Diddy: I’ve upped my tequila game


Sean ‘Diddy’ Combs believes he’s entered “the next level” as far as tequila is concerned. The 45-year-old music mogul-turned-entrepreneur has just purchased a new brand of the alcoholic beverage, called DeLeón. Diddy is convinced his product is even better than iconic tequila Patrón and he has posted several social media messages blatantly making these claims. “Dear Mr. Pat Ron. I truly apologize if I offended you. I was merely stating a FACT!!!! @deleontequila #TheWorldsFinestTequila #TheresANewTequilaInTown #TheNextLevel #TimesUp #SORRY!” he wrote in an Instagram caption Monday, which was attached to an image of him smiling from ear to ear while holding a bottle of DeLeón.

A photo posted by Sean Diddy Combs (@iamdiddy) on

It seems businesspersons at Patrón aren’t too concerned with Diddy’s exuberant social media posts on the subject.

A spokesperson for the company told Page Six they’re focused on making the best spirit they can.

“Yes, we’ve seen some of his comments. But quite honestly we prefer to focus our time talking about our own tequila, not others,” a Patrón representative told the outlet.

Diddy announced the multimillion dollar DeLeón deal earlier this year. He partnered up with alcohol manufacturer Diageo on the product, a company he has a preexisting work relationship with. Diddy made a fortune with Diageo after agreeing to boost sales of Cîroc vodka in 2007 in exchange for 50 per cent of the product’s profit.

“With Ciroc, we tested the waters—or, I would say, we dated,” he told Forbes magazine previously. “Now, with this joint venture, we took this step and we got married. I think it’s organic, I think we work together so well, we have a proven track record, and I wouldn’t want to do it with anybody else.”

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