We’ve learned a lot of things from Diddy, chief among them that the man can sell vodka – precisely 40 times more crystal clear liquid than a brand without his name attached to it. That’s the impact a 2007 marketing and profit-sharing deal had that saw the hip-hip superstar and brand mogul become the face of Diageo’s now-beloved Ciroc.
Diageo, the world’s largest producer of spirits, is now looking to strike gold twice, announcing today they’ve jointly purchased luxury U.S. tequila brand DeLeon with the celebrity rapper.
“With Ciroc, we dated. Now with DeLeon, we’re married,” Diddy (Sean Combs) said about the new partnership. “This deal is way better. This makes me a true owner.”
Diddy’s second venture with Diageo leans towards the higher end, the cheapest of DeLeon’s five varieties available for $125 US per bottle. Diddy’s favourite, the anejo, retails for around $200 a bottle. While we’re talking numbers, this is impressive: Combs’ Ciroc endorsement has pushed the brand to sell nearly 2 million cases a year, up from 50,000 six years ago.
One question for young professionals: Will you be rolling with Diddy on the tequila bandwagon? Let us know your thoughts on facebook.
Cover image from:wavyflight
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