Diageo, a global leader in beverage alcohol, and Main Street Advisors, a leading investment and advisory firm, today announced a strategic joint venture (JV) for Cîroc Ultra-Premium Vodka and Lobos 1707 Tequila.
The JV combines Diageo’s unmatched route-to-market, supply chain, and marketing sophistication, with Main Street Advisors’ proven track record of investing in, incubating, and accelerating culturally disruptive consumer businesses. The JV will oversee the Cîroc brand in North America and the Lobos 1707 brand worldwide.
The JV builds upon the existing strength of two premium brands with strong trademarks and artisan roots. Cîroc Vodka is distilled from fine French grapes, deriving its inspiration from more than a century of winemaking expertise. Blending heritage with innovation, Lobos 1707 ages its agave spirits in American oak barrels and finishes in Pedro Ximénez (PX) Sherry wine barrels.
Nick Tran has been appointed as President and Chief Marketing Officer (CMO) for the JV. As the former Global Head of Marketing at TikTok, and an angel investor in consumer disruptor brands, Nick has a reputation for transforming brands into cultural icons and developing consumer and digital strategies focused on Gen Z audiences. Within the JV, Cîroc vodka and Lobos 1707 tequila will each maintain their distinct identities and consumer appeal and leaders, including Diego Osorio, Founder and Chief Creative Officer of Lobos 1707 while tapping into the broader strategic resources of the JV.
Sally Grimes, Chief Executive Officer, Diageo North America, said: “We’re thrilled to bring together two great brand builders, Diageo and Main Street Advisors, to shape culture in new and meaningful ways. The Main Street Advisors track record speaks for itself and together, we will establish a strong platform to unleash the full potential of the Cîroc brand for new generations and to drive the next phase of growth for Lobos 1707.”
Paul Wachter, founder and Chief Executive Officer of Main Street Advisors, said. “Cîroc and Lobos 1707 have incredible potential, and through this collaboration, we are unlocking new opportunities to accelerate their reach, resonance, and revenue growth in ways that traditional models cannot achieve.”
“The way modern consumers engage with spirits continues to evolve. That requires brands to evolve at the same pace,” said Nick Tran, the incoming President and Chief Marketing Officer for the JV. “Today, social experiences are more intentional, digital spaces drive discovery, and transparency matters more than ever. To grow brands, we must reimagine storytelling, rethink engagement, and create experiences that are much bigger than just the liquid.”
