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DIDDY ENTERS VODKA DEAL

 

Diddy has put the finishing touches on his own beverage deal, to develop the Ciroc vodka brand.

 

According to The Associated Press, the mogul will have a 50 percent profit share in the Diageo PLC premium line, and he could make up to $100 million over the course of the multi-year deal, depending on the vodka's success. "It is not an endorsement deal. This is something that will have my daily attention," he told AP. "I'm not just a celebrity endorser, I'm a brand builder. I'm a luxury-brand builder." Diddy added that he will be responsible for marketing the brand and deciding where to sell it.

 

"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."  "I can't overhype someone into loving vodka," he said. But once consumers actually taste Ciroc, "I think we can convert a lot of people."

 

While at the press conference revealing his beverage deal, Diddy added that the media has blown out of proportion a man's accusation that he was punched by the hip-hop mogul inside a store in New York on October 13, according to Reuters. "It was something that was just totally overblown. I don't fight over girls!" he said in regards to the alleged dispute, which police have reportedly said was over an unidentified woman. However, Combs did admit that, "I am a human being, and I will get into an argument at times."

 

Steven Acevedo alleges Combs punched him in the face twice inside Kiosk, a store located in New York's Soho neighborhood that hosts parties by night.



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