P Diddy has signed a profit share deal with Diageo to develop one of the drink giant’s super-premium vodka brands, Ciroc.Diageo said the agreement could be worth more than $100m for the artist and his company over the course of the deal, depending on how well the brand performs.
Combs will apparantly be responsible for everything from marketing the brand to deciding where to sell it, and will focus on attracting “movers and shakers” to the line.
Feels more like a case of “mass-clusivity” to me, because no self-respecting high-net-worth-individual is going to want to be associated with a t**t like P Diddy! So let’s make the kids with a bit of pocket money saved up spend it all on a bottle of Ciroc so they can impress the girls and “get jiggy with it” (ed - wait, that was Will Smith wasn’t it? Well, you get the picture!!!)