Business Case StudySean 'P-Diddy' Combs' ventures have extended from hip-hip marketing pioneer to top-shelf liquor connoisseur, changing the fortunes of Cîroc Vodka, an innovative grape-distilled bra

Business Case StudySean 'P-Diddy' Combs' ventures have extended from hip-hip marketing pioneer to top-shelf liquor connoisseur, changing the fortunes of Cîroc Vodka, an innovative grape-distilled bra

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Sean 'P-Diddy' Combs' ventures have extended from hip-hip marketing pioneer to top-shelf liquor connoisseur, changing the fortunes of Cîroc Vodka, an innovative grape-distilled brand. Diddy's strategic partnership with Cîroc owner Diageo demonstrates the evolution of established norms for celebrity endorsement, paving the path for star power in the Spirits industry.

Sector Insight & Cîroc History

Between 2019 and 2018, the vodka industry grew by 20% to surpass £1.8bn in market value overtaking whisky as the number one consumed and preferred spirit (Campaign, 2009: n.p.). Favored in particular for its versality and adoption as a night-life drink, vodka brands sought to capitalize on growing