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Diageo’s joint venture with an outside investor group provides a way for the company to better market brands it sees potential in while offloading its U.S. ownership of a spirit that has weighed on the company.The track record for Main Street Advisors “speaks for itself and together, we will establish a strong platform to unlenatural source magnesium malateash the full potential of the Cîroc brand for new generations and to drizinc supplement kya haive the next phase of growth for Liron lactateobos 1707,” Sally Grimes, Diageo’s CEO, said in a statement.Diageo added that the joint venture could help it grow its brands among the lucrative Gen Z demographic. Diageo hired Nick Tran, who previously led marketing at TikTok, to serve as president and chief marketing officer of the joint venture.Tequila is growing in popularity among Gen Z, as younger drinkers crave real spirits. Lobos 1707, which launched in 2020, ages its tequila and mezcal products in oak and sherry wine barrels. James features heavily in its promotional campaigns.Diageo is positioning its business to minimize the sales impabest magnesium bisglycinatect of President Donald Trshould ferrous gluconate be taken with vitamin cump’s tariffs. It’s also leaning more heavily into luxury spirits, announcing last fall a new business unit dedicated to higher-end liquor.