Diageo Restructures Deals with Cîroc and Lobos 1707 to Foster Collaborative Growth

Diageo is redrawing the lines of its celebrity-backed spirits portfolio, announcing new agreements that shift certain rights for Cîroc and Lobos 1707 while reinforcing its commitment to collaborative brand building.

In a strategic reshuffling, Diageo will transfer control of U.S. marketing and innovation for Cîroc back to Sean “Diddy” Combs’ Combs Spirits. The brand — co-created in partnership with Diageo nearly two decades ago — helped pioneer the celebrity spirits trend and remains a cultural staple. The move follows recent legal disputes between the two parties, which are now being resolved as part of the broader agreement.

Simultaneously, Diageo is ending its distribution rights for Lobos 1707, the fast-growing tequila and mezcal brand backed by NBA star LeBron James. Distribution will now transition to Lobos' internal network, allowing the brand greater autonomy as it scales.

Rather than signaling retreat, the deal reflects Diageo’s evolving approach to partnership in a maturing celebrity-led spirits landscape. With the category becoming more competitive — and brand equity increasingly tied to founder vision — legacy distributors are rethinking how to best support growth while respecting creative independence.

Corpbrief Insight:

Diageo’s new structure highlights a broader industry truth: celebrity spirits aren’t just side projects — they’re brand ecosystems. As icons like Diddy and LeBron drive cultural momentum, corporate partners must remain agile to sustain collaboration and scale without stifling identity.