Seeds Of Deception- How Diageo Buried a Tequila Brand to boost Casamigas
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Seeds Of Deception- How Diageo Buried a Tequila Brand to boost Casamigas
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About this listen
What started as a look into lawsuits surrounding Diageo's tequila empire turned into something bigger- a story of silencing, strategy, and stolen brand identity.
In this episode, we expose the lesser known legal battle between Diageo & 21 Seeds, the women founded flavored tequila brand with serious momentum-until it was aquired and quietly smothered. Why? To make room for a very similar Casamigos product profile aimed at the same audience.
We tell the story of Kat Hantas, founder of 21 Seeds, how she built her brand with heart and authenticity, and what happened when a mega-conglomerate stepped in - not to support it, but to suppress it.
We also talk about
- How Diageo uses shows like Bar Rescue to shape consumer perception
- What these kinds of acquistions mean to restaurants bar lists and the consumers who purchase them
- why the tequila aisle isn't as diverse or independent as it seems.
This episode is for the thinkers, the drinkers, and the disruptors.
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