Diageo has announced the purchase of 21 Seeds, a fast-growing flavored tequila brand infused with the juice of real fruits.
The brand comes in three varieties: Valencia Orange, Grapefruit Hibiscus and Cucumber Jalapeño. Each is 35% ABV.
21 Seeds was founded in 2019 by three female entrepreneurs, Kat Hantas, Nicole Emanuel and Sarika Singh. They will all continue to work actively on 21 Seeds, collaborating with the Diageo North America team and helping build on the brand’s success.
21 Seeds taps into several current trends, including the red-hot tequila category, flavored spirits, celebrating women in alcohol, mixology and all-natural ingredients.
“We created 21 Seeds because, quite simply, it’s what we wanted to drink: something casual that made drinking tequila cocktails as approachable as a glass of wine or beer,” says Hantas. “It’s been a thrill to watch consumers embrace our brand, and we are excited about the future for 21 Seeds with Diageo’s resources and capabilities behind it.”
The acquisition has been funded through existing cash resources.
“21 Seeds is one of the fastest-growing brands in the increasingly popular flavored tequila segment and we are delighted to welcome it into our tequila portfolio,” says Debra Crew, president, Diageo North America. “This acquisition is in line with our strategy to acquire high growth brands in fast growing categories. It is particularly special to me given Diageo’s longstanding commitment to champion inclusion and diversity, and we look forward to working with this dynamic trio of female entrepreneurs to continue growing 21 Seeds.”
