Diddy Does Vodka

Don't call Sean "Diddy" Combs a celebrity endorser. He prefers the term "luxury brand builder" and his latest endeavor involves some high-end vodka. He has just signed a multiyear deal to develop Diageo PLC's superpremium Ciroc vodka. And he isn't just putting his name behind the bottle. Combs plans to be very involved in all aspects of the development, focusing on attracting the "movers and shakers" of the vodka drinking world. "They're looking for something that tastes like their lifestyle," he said. "It's that trendsetter, that hipster, someone who's looking for luxury and looking for something better." If all goes well, Comb's 50-50 share of the profits could ultimately net him more than $100 million.