Will Diageo sell Casamigos?
No sale has been announced. Diageo paid up to $1 billion for Casamigos in 2017 and has publicly committed to the brand. Trade press has speculated since 2024 about a possible divestment as the celebrity tequila category resets. Liquor Bets runs markets on whether a sale is announced by stated dates.
No sale of Casamigos has been announced as of the latest reporting period. Diageo acquired Casamigos in 2017 for up to $1 billion in upfront and earn-out consideration, making it one of the largest celebrity-spirit transactions ever. Diageo management has publicly recommitted to the brand on multiple earnings calls. Trade press has nonetheless speculated since 2024 about a possible divestment as the celebrity tequila category resets, agave prices fall, and Diageo focuses on its largest premium franchises. Liquor Bets runs markets on whether a Casamigos sale, spin-off, or material brand restructuring is announced by stated dates, resolving from Diageo's official filings and press releases.