P. Diddy Milking Money From Vodka

P. Diddy is famous for his booze filled signature parties and now he will be able to serve a little something from home when his friends are around.

The rap mogul has revealed that he is going into a joint venture with Diageo to create a new line of vodka as part of the Ciroc brand.

The performer and designer is going for a 50-50 share of the profits with Diageo, but stresses that the partnership is not an endorsement deal, but rather a business venture.

He told The Associated Press, "It is not an endorsement deal. This is something that will have my daily attention."

Diageo has predicted that, if the vodka is successful, the profits could be in the $100 million range.

Diddy will be overseeing the marketing and distribution of the range.

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