P Diddy has entered into an alliance with Diageo in the US which will see the hip hop mogul and his company Sean Combs Enterprises take over the marketing of their Ciroc liquor brand. Profits generated through Combs' marketing efforts will be split 50/50 between the two companies. And if it all goes well the hip hopper may release his own liquor brand.
Confirming the deal, Diageo US's Chief Marketing Officer, Debra Kelly-Ennis, told reporters: "Sean Combs has a proven track record of developing high-end brands and we expect his alliance with Ciroc to follow suit. We are confident that Sean and his team are the right partners to further enhance the luxury profile of Ciroc".