Founders and Original Ownership of Casamigos
Casamigos was co-founded in 2013 by George Clooney, Rande Gerber, and Mike Meldman as a ultra-premium tequila brand focused on smooth, mixable reposado and blanco expressions. The company was built as a lifestyle venture rather than a traditional spirits startup, with the founders personally investing in the agave supply chain and production in Jalisco, Mexico source.
The brand quickly gained traction through celebrity endorsements and a direct-to-consumer model that bypassed traditional distribution bottlenecks. By the mid-2010s, Casamigos had become one of the fastest-growing ultra-premium tequila brands in the United States, with retail shelf placement in major liquor chains and independent bottle shops nationwide.
Acquisition by Diageo and the Purchase Price
In June 2017, Diageo plc, the British multinational alcoholic beverages giant, announced the acquisition of Casamigos for up to $1 billion, with $700 million paid upfront and the remainder tied to performance targets. The deal was driven by Diageo’s strategy to capture the rapidly growing ultra-premium and super-premium tequila segment, where Casamigos had established a strong brand halo source.
Post-acquisition, Casamigos continued to operate with its original founders in key roles, while Diageo leveraged its global distribution network to expand the brand into new international markets. The transaction remains one of the most notable exits in the spirits industry, highlighting the value of celebrity-founded brands with authentic storytelling and strong social media presence.
Current Ownership Structure and Brand Status
Diageo as the Parent Company
Today, Casamigos is wholly owned by Diageo North America, a subsidiary of Diageo plc, which controls the brand’s production, marketing, and global distribution. Diageo’s portfolio includes other leading spirits brands such as Johnnie Walker, Guinness, and Don Julio, making Casamigos a key player in the company’s premium and super-premium tequila lineup source.
Market Position and Sales Performance
Casamigos consistently ranks among the top-selling ultra-premium tequila brands in the United States, with annual revenues estimated in the hundreds of millions of dollars. The brand’s success has contributed to the broader growth of the ultra-premium tequila category, which has outpaced overall spirits sales in recent years as consumers shift toward higher-quality, craft-oriented products source.
Despite the change in ownership, the original founders’ vision for Casamigos as an accessible yet premium tequila remains central to the brand’s identity. The company continues to invest in sustainable agave sourcing and limited-edition releases to maintain its competitive edge in a crowded luxury spirits market.