I’m startin to think that a few high-profile rappers tallied up bar tabs they can’t handle! All of a sudden, everybody is affiliating their star-style with a liquor brand. Well, everyone except 50 Cent who is a renowned health nut, hence the Vitamin Water deal. (Rumour has it 50 was buying cases of the elixirs before getting involved). Now, Sean “Diddy” Combs has signed on to a multi-year deal to develop the Ciroc vodka brand. This news follows recent news that Vybz Kartel will be the face of a new rum (called Vybz Rum and distributed by Pimp Juice) and Pharrell’s addition to the Hennessy whiskey team for the Flaunt Your Taste campaign. I guess high-grade liquor is the new Land Rover in the hip hop scene…. (So why is Jay-Z on Budweiser’s wagon?)

Pharrell Williams and P. Diddy build liquor brands with hip hop

The Taste Of The Hip Hop Lifestyle

Talking about the deal with Diageo who produces the Ciroc line, P.Diddy said, “I’m not just a celebrity endorser, I’m a brand builder. I’m a luxury brand builder.” Diddy said that the new deal will have his daily attention and claims he will be responsible for important decisions like how to market the brand and where to sell it.

“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.”

Funny, that sounds exactly like the Flaunt Your Taste Campaign. Will we see Pharrell and Diddy going head to head in a whiskey versus vodka battle. That could be very interesting!

More deets on Billboard.com

Wha happen ta “I am juss a ganja man” Vybz?
From Vybz’ “Visa”: Dont give me coke nor crack or rum; Cigarette smoke is just no good; I am juss a ganja man!

Pages about Hennessy ~ marketing ~ P Diddy ~ Pharrell ~ Vybz Kartel