Diddy As succesful as Sean "Diddy" Combs has been in the music and entertainment world, his partnership with vodka brand Ciroc has been his greatest coup. Diddy officially began promoting the brand in October, 2007, and Ciroc has since increased sales by 400,000 cases, earning over $2 billion in 2008.

Now, according to Ciroc's marketing director, Mark Strachan, Diddy, who shares Ciroc 50/50 with liquor company Diageo, has decided to expand the brand, releasing two new flavors of the grape-based vodka in the U.S. market. The flavors will be coconut and red-berry, and will likely launch in 2010. DIageo is hugely successful in its own right, owning liquor brands, from vodkas like Ciroc, Ketel One and Smirnoff to tequila brand Cuervo and Tanqueray gin.

In addition to receiving a large bonus for signing on to promote Ciroc, Diddy is also said to be a partner in the brand, earning half of the liquor's profits. His company, Sean Combs Enterprises makes all brand management decisions and is responsible for all marketing, advertising and public relations ventures, as well as handling all events and product placement.

Diddy's forthcoming album, 'Last Train to Paris' is scheduled or an early 2010 release via Interscope.