Combs' Booze Boost

The hip-hop star launched his own brand of hard liquor in 2007 in association with alcohol giant Diageo - the company behind best-selling vodka Smirnoff.

Sales have increased six-fold, and the partnership has proved so lucrative bosses at Diageo have agreed to release a number of new vodkas under the Diddy brand.

Combs - who turns 40 on Monday (02Nov09) - will be launching new flavours, including coconut and red-berry in the U.S., in a bid to add to the mammoth $2 billion profits seen in 2008.

Combs owns 50 per cent of the brand, and therefore receives half of all profits.