Diageo acquires flavoured tequila brand 21Seeds

Diageo has on Thursday announced the acquisition of 21Seeds, a rapidly growing flavoured tequila infused with the juice of real fruits.

Founded in 2019 by three female entrepreneurs, 21Seeds has successfully tapped into a variety of consumer trends such as flavoured tequila, simple at-home cocktails, and an interest in quality premium spirits.

The brand is available in three varieties: Valencia Orange, Grapefruit Hibiscus and Cucumber Jalapeño. With an ABV of 35%, each variant can be mixed into easy-to-make, spritz-style cocktails.

“21Seeds is one of the fastest-growing brands in the increasingly popular flavoured tequila segment and we are delighted to welcome it into our tequila portfolio,” Debra Crew, President, Diageo North America, commented.

“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 21Seeds.”

The founders, Kat Hantas, Nicole Emanuel and Sarika Singh, who have also been operating the business, will continue to actively work on 21Seeds, collaborating closely with the Diageo North America team.

Kat Hantas said: “We created 21Seeds 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. It’s been a thrill to watch consumers embrace our brand, and we are excited about the future for 21Seeds with Diageo’s resources and capabilities behind it.”