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George Clooney sold Casamigos tequila to Diageo in a deal that valued the brand for up to US$1bn.


George Clooney and Rande Gerbe founded Casamigos Tequila

Price: up to US$1 billion

In August 2017, London-headquartered Diageo completed its acquisition of George Clooney-founded Casamigos in a deal that valued the Tequila brand for up to US$1bn.

The brand has seen its volumes nearly double on an annual basis since 2017. After becoming a million-case brand in 2020, it climbed by an impressive 50.3% to 2.7m nine-litre cases the following year. It was named Supreme Brand Champion in last year’s Brand Champions report.

According to Diageo’s sales for the first half of fiscal 2023, Casamigos’s organic net sales rose by 28%, driven by the US.

Casamigos was the top-selling Tequila and celebrity-backed spirits brand on US alcohol e-commerce platform Drizly in 2022, with a 22% share of the Tequila segment on the platform.

The brand’s most expensive style, añejo, is the second best-selling añejo Tequila on Drizly after Diageo’s Don Julio 1948.

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Sarah Blake – Baileys #alcoholic – Diageo

https://www.instagram.com/reel/DSciW3fiJN-/?igsh=MWVwZDF1eWtkeWF2Nw==

diageo

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Original audio

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  • A Minute With… Sarah Blake, Global Brand Director for @baileysofficial ✨

    How to take an iconic festive favourite and make it part of everyday treating moments?

    Sarah Blake believes the answer lies in little treat culture – small, joyful moments that make everyday life feel more indulgent.

    In our inaugural A ‘Minute’ With episode, Sarah shares how Baileys is showing up in everyday rituals, the art of balancing heritage and innovation and why she believes that treating is in her DNA.

    Head to our story to read the full article.