Sean “Diddy” Combs has expanded his deal with the world’s largest liquor maker to extend his Circoc brand of vodka. Combs is a 50 percent owner of Ciroc with Diageo.
Diageo is also the owner of popular brands like Smirnoff and Ketel One.
Bloomberg News reports that Combs and Ciroc are planning to release coconut and red-berry varieties in the United States according to Circoc’s marketing director, Marc Strachan.
The partnership with Combs is extremely lucrative, helping Diageo earn over $2 billion in liquor sales in 2008.
Combs began promoting the brand in a deal announced in October of 2007.
Since then, sales have climbed from 60,000 cases in the first half of 2007 to a whopping 400,000 cases for 2008-2009.
According to Strachan, Combs is a true partner in the venture and receives half of Ciroc’s profits.
Combs and his Sean Combs Enterprises are responsible for brand management decisions in the venture, including marketing, advertising, public relations, events and product placement.