Diageo and Sean 'Diddy' Combs Form Alliance

10/31/2007

Diageo announces a 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 U.S. 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," says 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."