Diddy Vodka

"Sean Combs has a proven track record of developing high-end brands and we expect his alliance with Ciroc to follow suit," said Debra Kelly-Ennis, Diageo North America's Chief Marketing Officer. This is the thinking behind the new marketing deal Diageo has struck with Sean "Diddy" Combs for their unique Vodka offering. Ciroc is made from "snap frost" grapes called Mauzac Blanc from the Gaillac region of France. The juice extracted from these grapes is cold fermented in a five time distill process to create their distinctively smooth vodka. Using grapes is quite unique since most vodkas use a starch, like potatoes, rye, or wheat.

So the real question is can Combs and his mutlimedium empire and persona help launch a high-end grape based vodka here in the us? Diageo has yet to make significant inroads into the target urban markets since the products launch in 2003 but with a name like Diddy behind the product they have a good chance to explode here in the club scene. if that expected growth reaches out to the traditional store consumer is yet to be scene.