Sean 'Diddy' Combs
forms strategic alliance with Ciroc Vodka (October
24, 2007) 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
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
"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
Sean Combs, the CEO and founder of Bad Boy Worldwide Entertainment Group
is a multifaceted entertainment powerhouse. Sean "Diddy" Combs was
declared "One of the Most Influential Businessmen in the World" by TIME
Magazine and CNN. Combs, 37, oversees one of the world's preeminent urban
entertainment companies, encompassing a broad range of businesses
including recording, music publishing, artist management, television and
film production, recording facility, apparel and fragrance.
Diageo (Dee-AH-Gee-O) is the world's leading premium drinks business with
an outstanding collection of beverage alcohol brands across spirits,
wines, and beer categories. These brands include Johnnie Walker, Guinness,
Smirnoff, J&B, Baileys, Cuervo, Tanqueray, Captain Morgan, Crown Royal,
Beaulieu Vineyard and Sterling Vineyards wines.
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