Diageo acquires super-premium flavoured tequila brand 21Seeds

21Seeds is a fast-growing flavoured tequila infused with the juice of real fruits

UK-based Diageo has acquired 21Seeds, a rapidly growing flavoured tequila infused with the juice of real fruits. The US-based startup brand is available in three varieties: Valencia Orange, Grapefruit Hibiscus and Cucumber Jalapeño.

21Seeds was founded in 2019 by three female entrepreneurs whose vision was to create great-tasting, smooth spirits with light touch flavour that are easy to mix and enjoy.

21Seeds is a fast-growing flavoured tequila infused with the juice of real fruits.  With an ABV of 35%, each variant can be mixed into easy-to-make, spritz-style cocktails such as the brand’s signature serve, the ‘Seed and Soda’.

In the United States, the tequila category is growing at 16%, more than three times as fast as total spirits. Within the category, the small but emerging flavoured tequila segment grew over 20% from 2019 to 2020, with super-premium flavoured tequila growing 65% over the same period.