ESTEE LAUDER - DIDDY TO MARKET 'LUXURY' VODKA

DIDDY TO MARKET 'LUXURY' VODKA

Hip-hop mogul SEAN 'DIDDY' COMBS has signed a deal with a vodka company that could see him rake in over $100 million (£48.7 million).

Combs will be handling everything from marketing the Ciroc vodka brand, one of Diageo PLC's superpremium lines, to deciding where to sell it and in turn will receive a 50 per cent share of the profits.

"It is not an endorsement deal," Combs told the Associated Press.

"This is something that will have my daily attention. I'm not just a celebrity endorser, I'm a brand builder. I'm a luxury brand builder."

Regarding his target audience, Combs said: "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."

He went on to say: "I can't overhype someone into loving vodka," but added "I think we can convert a lot of people."

Diddy has also released his signature scent Sean John Unforgivable under parent company Estee Lauder.