Sean ‘Diddy’ Combs Forms Groundbreaking Strategic Alliance With World’s Largest Spirits Company

Posted 8 years ago by
Tags: Diddy,
Download DJBooth's new App, The PLUG New York, NY -- Diageo, the world's leading, spirits, wine and beer company, today announced a groundbreaking strategic alliance between Sean "Diddy" Combs and Ciroc vodka. Under the terms of the deal, Combs and Sean Combs Enterprises will take the lead on all brand management decisions for Ciroc, while sharing in the future profits of the growth of the brand. This exclusive US multi-year collaboration, which calls for a 50/50 profit split, is a first for the spirits industry and could be worth more than $100 million for Combs.

"Sean Combs has a proven track record of developing high-end brands and we expect his alliance with Ciroc to follow suit," said Debra Kelly-Ennis, Chief Marketing Officer, Diageo North America. "We are confident that Sean and his team are the right partners to further enhance the luxury profile of Ciroc."

As part of the new alliance, Combs will take the lead on brand management decisions, including marketing, advertising, public relations, product placement and events.

The groundbreaking alliance with Ciroc, one of the world's only vodkas made from grapes, will focus on the "art of celebration," a concept Combs embodies and cultivates both personally and professionally as a lifestyle and entertainment icon. A major component of the initiative will be the commitment to promoting responsible decision-making when it comes to drinking.

"It is an honor and a privilege for me to partner with Diageo on this venture," said Combs. "I pride myself on the company I keep and will only work with the best. My extensive track record as a brand builder ranges from cultivating music careers and creating a lifestyle fashion brand, to launching two signature fragrances and producing a hit television show -- all of which have given me the necessary skills needed to establish a luxury brand. I am confident that this alliance with Ciroc will be a success."

Diddy  

Comments
Get The PLUG app by DJBooth and get the best hip-hop writing and news delivered daily.

Featured Video

Hip Hop News

Young Thug’s “Jeffery” Cover Isn’t Shocking, Stop It

Young Thug is wearing a dress, it's not a big deal guys. Read More
Posted about 52 minutes ago by Yoh

Young Thug “No, My Name is JEFFERY” Cheat Code Album Review

The artist either formerly or still known as Young Thug presents his most compelling work of the year. Read More
Posted 2 hours ago by Brendan V

Mick Jenkins Continues Metaphorical Mastery With Powerful “Drowning” Visuals

When it comes to artfully representing the ills of society, Mick Jenkins is doing it better than anyone else. Read More
Posted 2 hours ago by Brent Bradley

Drake’s “Please Forgive Me” Short Film is Coming September 30

Drizzy will follow-up his now triple-Platinum certified "Views" album with a 40-scored short film. Read More
Posted 3 hours ago by DJ Z

Vince Staples Says 50 Cent’s Early Music Influenced His Gang Activity

The demonization of rap has been a long-standing problem for the genre, but there's truth to it’s influence. Read More
Posted about 4 hours ago by Brent Bradley

Will Kanye’s Saint Pablo Tour Spectacle Overshadow His Music?

A great stage show is key, but with a Kanye show the music is almost an afterthought. Read More
Posted about 5 hours ago by Brent Bradley
Sample Text - Sample Link
0:00
3:00
Shrink
Hide

TRENDING NOW



Flame

TOP 20 MUSIC CHARTS


Discover the best new songs, videos, and albums added to the Booth.