Is DeLeon black owned?

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In recent years, there has been a significant emphasis on supporting black-owned businesses as a means to promote economic growth, diversity, and inclusivity. In the world of spirits and liquor, the ownership of brands often plays a crucial role in consumer choices. One such brand that has piqued interest in this context is DeLeón Tequila. In this blog post, we aim to delve into the ownership of DeLeón Liquor and understand if it is a black-owned brand.

Understanding DeLeón Tequila

DeLeón Tequila is a distinguished brand known for its commitment to producing high-quality tequilas. Hailing from the heart of Mexico, DeLeón prides itself on its craftsmanship, using only the finest agave plants harvested at the peak of maturity. Each step of production is meticulously executed, resulting in tequilas that embody the rich heritage of Mexican tequila-making.

The product line of DeLeón Tequila comprises several variations, each with unique characteristics and flavor profiles. These variations range from the unaged and pure DeLeón Platinum Tequila to the sophisticated and rich DeLeón Extra Añejo Tequila. Understanding the nuances of the product line is essential to unravel the brand’s ownership.

Ownership of DeLeón Tequila

DeLeón Tequila is a brand that was initially founded by Brent Hocking, a successful entrepreneur and visionary in the spirits industry. Brent Hocking, known for his passion for luxury and meticulous attention to detail, played a pivotal role in establishing DeLeón Tequila as a premium brand in the market.

In 2014, Sean Combs, widely recognized by his stage names Puff Daddy, P. Diddy, or Diddy, announced a partnership with Diageo, a multinational alcoholic beverages company. The partnership involved Sean Combs and Diageo acquiring DeLeón Tequila, further propelling its status in the spirits industry.

Sean Combs, a prominent figure in the entertainment industry, is known for his ventures beyond music. He has established a strong presence in the business world, including ventures in fashion, media, and now, spirits. As part of this partnership, Combs became a key stakeholder and brand ambassador for DeLeón Tequila.

However, while Sean Combs, an influential African American entrepreneur and entertainer, is a significant figure in the brand’s promotion and success, DeLeón Tequila is not independently classified as a black-owned brand. The ownership structure involves a partnership between Sean Combs and Diageo, with Diageo being a substantial stakeholder in the brand.

Sean Combs and His Influence on DeLeón Tequila

Sean Combs’ involvement with DeLeón Liquor brought a new level of visibility and influence to the brand. His impact goes beyond just being a stakeholder; he has actively promoted and celebrated the brand, utilizing his reach and influence to propel DeLeón Tequila into the limelight.

Through strategic marketing campaigns and events, Sean Combs has significantly increased DeLeón Tequila’s exposure, making it a recognizable name in the spirits industry. His influence and business acumen have been instrumental in positioning DeLeón Tequila as a premium brand in the market.


While DeLeón Tequila is not classified as a black-owned brand based on its ownership structure, Sean Combs’ involvement has undoubtedly brought a powerful and influential presence to the brand. Sean Combs’ partnership and advocacy for DeLeón Tequila have played a significant role in shaping its trajectory and success in the competitive spirits industry.

Supporting black-owned businesses is vital for promoting economic growth and diversity. However, in the case of DeLeón Tequila, understanding its ownership structure and the role of influential stakeholders like Sean Combs allows consumers to make informed choices and appreciate the brand’s unique story and journey in the world of premium tequilas.

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