M&A Deal Summary

Diageo Acquires 21Seeds

On March 31, 2022, Diageo acquired beverage company 21Seeds

Acquisition Highlights
  • This is Diageo’s 17th transaction in the Beverages sector.
  • This is Diageo’s 8th transaction in the United States.
  • This is Diageo’s 4th transaction in California.

M&A Deal Summary
Date 2022-03-31
Target 21Seeds
Sector Beverages
Buyer(s) Diageo
Deal Type Add-on Acquisition

Target

21Seeds

San Francisco, California, United States
21Seeds is a flavored tequila infused with the juice of real fruits. The brand has successfully tapped into a variety of consumer trends such as flavored tequila, simple at-home cocktails, and an interest in quality premium spirits. And 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’. 21Seeds was formed in 2019 and is based in San Francisco, California.

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Buyer(S) 1

Buyer

Diageo

London, United Kingdom
Category Company
Founded 1886
Sector Beverages
Employees30,092
Revenue 20.3B GBP (2024)
DESCRIPTION

Diageo is a global producer of beverages. The Company offers a collection of beverage alcohol brands across spirits, beer and wine. Diageo was founded in 1886 and is based in London, United Kingdom.

DEAL STATS #
Overall 18 of 19
Sector (Beverages) 17 of 17
Type (Add-on Acquisition) 14 of 15
State (California) 4 of 4
Country (United States) 8 of 9
Year (2022) 1 of 2
PREVIOUS DEAL
DATE TARGET DEAL TYPE VALUE
2021-08-10 Mezcal Unión

Oaxaca, Mexico

Mezcal Unión is a developer of a social collective model based to united agave farmers and producers generating social and economic development. Mezcal Unión was founded in 2011 and is based in Oaxaca, Mexico.

Buy -
FOLLOWING DEAL
DATE TARGET DEAL TYPE VALUE
2022-05-10 Picon

France

Picon is a traditional, market-leading French bittersweet aperitif with a unique orange flavour. Made from a base of herbs and fresh oranges which are dried, it is currently available in two versions: Amer Picon Club, an orange-based liqueur with a bittersweet flavour to be mixed with wine and cocktails, and Amer Picon Bière, to be mixed with beer. Picon was formed in 1837 and is based in France.

Sell €119M
Mergr

Product

Company

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