Diageo and Main Street Advisors have launched a strategic joint venture focused on managing Ciroc Ultra-Premium Vodka and Lobos 1707 Tequila. This partnership combines Diageo's extensive market reach and marketing expertise with Main Street's investment strength in consumer brands. The JV aims to leverage the cultural significance of both brands, with Nick Tran taking the lead to foster growth and appeal, especially towards Gen Z audiences. The initiative underscores a commitment to innovation while preserving the distinct identities of each brand.
We're thrilled to bring together two great brand builders, Diageo and Main Street Advisors, to shape culture in new and meaningful ways. The Main Street Advisors track record speaks for itself and together, we will establish a strong platform to unleash the full potential of the Cîroc brand for new generations and to drive the next phase of growth for Lobos 1707.
The JV combines Diageo's unmatched route-to-market, supply chain, and marketing sophistication, with Main Street Advisors' proven track record of investing in, incubating, and accelerating culturally disruptive consumer businesses.
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