Combs' Booze Boost02 November 2009
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.
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