Consumer
Diageo Reaches Ciroc Deal With LeBron James-Backed Tequila
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Diageo Plc is forming a joint venture between its Ciroc vodka brand and a tequila backed by basketball star LeBron James.
Ciroc will join with tequila brand Lobos 1707 in the venture, offering a solution for Diageo, which had been seeking to offload the vodka label following a decline in sales and a legal bust-up with its former marketing partner, the music mogul Sean “Diddy” Combs.