P Diddy looks to grow wine and spirits business
Famed rapper and businessman Sean 'Diddy' Combs has recently grown his partnership with Diageo to include De León tequila as well as Ciroc vodka, and has plans to further boost the portfolio.
Famed rapper and businessman Sean 'Diddy' Combs has recently grown his partnership with Diageo to include De León tequila as well as Ciroc vodka, and has plans to further boost the portfolio.
Dia Simms outlines growth plans for Combs Wine & SpiritsThe firm has recently taken on De Leon tequila, which it part owns along with Diageo, to sit alongside its Ciroc Vodka. It plans to add more spirits, and evensparkling wine to the portfolio.
Dia Simms, Combs' former personal chief of staff and now executive vice president of Ciroc Vodka at the newly-formed Comb's Wine & Spirits, told Harpers.co.uk that whiskies and gin were on the agenda, as well as sparkling wine.
Since the pair came on board with Ciroc and Diageo back in 2007, it has grown from a 50,000 to 70,000 case per year brand to 2 million. In January Combs bought, in a joint venture agreement with Diageo, luxury tequila brand De León.
Simms said that taking on more products was always on the cards: "Sean has the best of personalities, he's a master of celebration and loves being the host. It was very natural for us to look at how we extend our spirits range."
She describes De León as being in a "badass" bottle with a "provocative and sexy brand image".
Combs Enterprises already includes a TV, fragrance and clothing line, with wine & spirits becoming the newest division. So far it has just Ciroc and De León in the portfolio, but Simms has big plans afoot: "We're looking for the full gamut across whiskies, gin and more. Younger consumers in the US and UK are also indulging in wine, so we're looking at sparkling opportunities."
On working with Combs, Simms says he is "extremely driven and motivational", adding that he "works with a ferocity and energy - you would think he's on the verge of homelessness".
It is currently focusing on its new pineapple Ciroc in the US, as well as "keeping an eye on international opportunities".
"As for De León, we're clear that we're babies in the spirits industry, so we're leaning on our partner Diageo. We just want to make sure it gets the attention it deserves and protect the brand."
Read our interview with Dia Simms in the People section.
Keywords:
Search
56-58 Church Walk, Burgess Hill, West Sussex, RH15 9AN
Registered in England No. 6646125. VAT No. 938 4452 95
