NEW YORK, NY Thursday Oct.25.2007 / -- Diddy has announced a new beverage deal with alcoholic-drink maker Diageo PLC, to develop its Ciroc vodka brand. He'll have a 50 percent profit share in the Diageo PLC premium line, and could make up to $100 million from the multi-year deal, depending on the success of the vodka. "It is not an endorsement deal. This is something that will have my daily attention," Diddy said. "I'm not just a celebrity endorser, I'm a brand builder. I'm a luxury-brand builder." He added that he'll be responsible for marketing the brand and determining distribution.

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