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Diddy Set To Unveil New Flavors Of Ciroc

According to Bloomberg:

Diageo Plc, the world’s largest liquor maker, is turning to partnerships with rapper Sean “Diddy” Combs and Dutch distiller Ketel One to release new vodka varieties and push further into emerging markets.

Diageo’s Ciroc vodka, an equal-share venture with Combs, is set to release coconut and red-berry varieties in the U.S., Marc Strachan, the brand’s marketing director, said at an Oct. 28 presentation in Schiedam, Netherlands. Ketel One, the local vodka maker in which Diageo bought a 50 percent stake for $900 million last year, plans to enter 15 new markets including Brazil and Australia by the end of June, said Bob Nolet, vice president of the Nolet Distillery, where it’s made.

Vodka accounted for 11 percent of Diageo’s 12.3 billion- pounds ($20.4 billion) revenue last year. Organic sales — which exclude acquisitions and currency movements — of Diageo’s Johnnie Walker and Tanqueray gin fell in the year through June, while sales of Smirnoff, which leads the $36 billion premium- vodka market, rose 2 percent.

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