P. Diddy is set to make $100 million after signing a deal with Ciroc vodka. The hip-hop star will be involved in everything from marketing to deciding where to sell the alcoholic beverage, which is one of drink giants Diageo's super-premium lines.
Diddy will receive 50 per cent of the profits and could earn up to $100 million if the brand performs well. He said: "It is not an endorsement deal. This is something that will have my daily attention. Diageo realized I'm not just a celebrity endorser, I'm a brand builder. I'm a luxury brand builder."
The star - who already has his own perfume and clothing range- also revealed he will be focusing on attracting "movers and shakers" to the line. He added: "They're looking for something that tastes like their lifestyle. It's that trendsetter, that hipster, someone who's looking for luxury and looking for something better. I can't over-hype someone into loving vodka. But once people actually taste Ciroc, I think we can convert a lot of people."
Other stars to get involved in the beverage market include Jay-Z who works with Budweiser and 50 Cent with Vitamin Water.
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