Trendy tequila tie-up gives Diageo a shot of girl power

Diageo takes a shot on girl power with takeover of female-owned tequila brand 21 Seeds

Diageo has taken over female-owned tequila brand 21 Seeds.

The Guinness and Johnnie Walker maker bought 21 Seeds in a bid to take advantage of the fact that tequila is now the fastest-growing spirits market in the US.

Tequila sales in the States are growing at 16 per cent each year, compared with 6 per cent for the general spirits market, according to the IWSR Drinks Market Analysis.

Tequila brand 21 Seeds was founded in 2019 by sisters Nicole Emanuel (left) and Kat Hantas (centre) and their friend Sarika Singh (right) 

The award-winning 21 Seeds was founded in 2019 by sisters Kat Hantas and Nicole Emanuel, and their friend Sarika Singh.

The founders will continue working for the business under Diageo, which also owns Captain Morgan, Baileys, Smirnoff and tequila brands Casamigos and Don Julio. 

Diageo North America president Debra Crew said they were ‘delighted’ to welcome 21 Seeds into their tequila portfolio. 

Hantas said: ‘It’s been a thrill to watch consumers embrace our brand, and we are excited about the future for 21 Seeds.’