Diageo to Trade Cîroc North America for Lobos 1707 in Strategic Joint Venture With Main Street Advisors
VinePair
APRIL 7, 2025
Within the deal, Diageo will exchange majority ownership of Croc Ultra-Premium Vodkas North American brand rights in exchange for the worldwide brand rights to Lobos 1707. In 2007, four years after the ultra-premium vodka brand was founded, it became the subject of a joint venture between Diageo and Sean Diddy Combs.
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