UK: Diageo acquires 21Seeds

Alcoholic drinks firm Diageo has announced the acquisition of 21Seeds, a rapidly growing flavoured tequila infused with real fruit juice brand.

According to sources, 21 Seeds was founded in 2019 by three female entrepreneurs, Kat Hantas, Nicole Emanuel, and Sarika Singh with the goal of creating great-tasting, smooth spirits with a light touch flavour, easy to mix and enjoy. After the deal, they will continue to operate 21Seeds in partnership with the Diageo North America team.

Debra Crew, Diageo’s president of North America, said: “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”.

Kat Hantas added: “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…We are excited about the future for 21Seeds with Diageo’s resources and capabilities behind it”.

The value of the transaction was not disclosed.

Sources: Foodbev / Fdiforum