Diddy and Diageo have worked together on Ciroc, which is wholly owned by Diageo, since 2007.

Diageo owns the Ciroc brand but turned over its marketing and promotion to Combs in 2007. DeLeon was acquired in 2013 as a joint venture between Combs and Diageo. “We plan to have DeLeon remain in Diageo's portfolio, and will also continue to produce and support the brand,” a Diageo spokeswoman said.

Diageo Cîroc is a brand of alcoholic beverages produced in France since 2003 and distributed by the British-based multinational alcoholic beverage maker Diageo.

Sean John is Diddy's fashion and lifestyle brand that launched in 1998. The brand is a staple in hip-hop fashion having created major fashion moments with velour tracksuits, baggy jeans, oversized shirts and terrycloth headbands.

Diddy has agreed to take on responsibility for Diageo's Ciroc vodka brand in the United States, as part of a 50-50 joint venture with the London-based multinational that could net the hip-hop entrepreneur over $100 million.

Cîroc, pronounced like “sur-raak,” is a luxury, albeit moderately priced brand of French vodka. A 750mL bottle will cost you between $30 and $40, which is in line with similarly chic competitors.

Among popular Black-owned brands, the impact of celebrity endorsements is clear, with Cîroc vodka, made by Sean “Diddy” Combs, and Champagne and Cognac from musician Curtis “50 Cent” Jackson l topping the Drizly charts.

$60 million annually Combs reportedly makes upwards of $60 million annually from Ciroc Vodka. When he started with the brand around 2008, Business Insider reports, it was ranked No. 50 in the world globally in terms of vodka sales.

Cîroc can thank Sean 'Diddy' Combs for its success. Though Cîroc was founded in 2003, its popularity didn't take off until after 2007, when Sean Combs (also known as Diddy, Puff Daddy, and P. Diddy) partnered with Cîroc's parent company, Diageo.

Is Puff Daddy a billionaire? Despite varied estimations, consensus solidifies P. Diddy's net worth in the illustrious realm of billionaires. This hip-hop magnate's extraordinary ascent into the billionaire club was officially acknowledged in 2022, elevating him to an exclusive echelon of wealth and influence.

Diageo purchased Ciroc in 2008 and has since become one of the world's leading premium spirits brands. So, while 50 Cent may be associated with Ciroc, he does not own the brand.

between $30 and $40 Cîroc, pronounced like “sur-raak,” is a luxury, albeit moderately priced brand of French vodka. A 750mL bottle will cost you between $30 and $40, which is in line with similarly chic competitors.