Indiantelevision.com Team

(25 October 2007 3:00 pm)

MUMBAI: Sean 'Diddy' Combs, rap star, multimedia mogul and CEO of Bad Boy Entertainment, has entered into a landmark deal with global liquor major Diageo for its Ciroc vodka brand.

Under the deal, Combs will take the lead on all brand management decisions for Cîroc, while sharing in the future profits of the growth of the brand.

This exclusive multi-year collaboration on a 50:50 profit sharing basis is a first for the spirits industry and could be worth more than $100 million for Combs.

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

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

According to an official release, the alliance 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.

Combs said, "It is an honor and a privilege for me to partner with Diageo on this venture. 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 Cîroc will be a success."

Sean Combs is the CEO and founder of Bad Boy Worldwide Entertainment Group. He has been declared 'One of the Most Influential Businessmen in the World' by Time Magazine and CNN.