Diddy Gives Vodka a Shot

Sarah Hall Wed Oct 24, 10:43 AM ET

Los Angeles (E! Online) - For Diddy, the answer is clear.

The hip-hop mogul has entered a multiyear partnership with boozemaker Diageo PLC to promote the company's Ciroc vodka brand in a deal that could net him over $100 million.

Under the terms of the agreement, the artist otherwise known as Sean Combs will have a hand in everything from marketing the line of booze to determining where it will be sold.

He will take home 50 percent of the profits from his labors, which, depending on how the brand fares under his sponsorship, could be considerable.

Far from simply attaching his name to the brand, Diddy claims he intends to allot a good portion of his precious time to getting the word out about Ciroc.

"It is not an endorsement deal," the rapper told the Associated Press. "This is something that will have my daily attention."

He said he was determined to ensure that the right kind of people, i.e., "movers and shakers," were made aware of the premium vodka line.

"They're looking for something that tastes like their lifestyle," he said. "It's that trendsetter, that hipster, someone who's looking for luxury and looking for something better."

And once Ciroc actually crosses his target customer's lips, Diddy's convinced it will be an easy sell.

"I think we can convert a lot of people," he said.

It's just the latest business venture for Diddy, who already has his own fragrance and clothing lines and serves as CEO of record company Bad Boy Entertainment Worldwide.