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. 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.’

Source: Daily Mail April 01, 2022 03:47 UTC