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P. Diddy is set to make $100 million after signing a deal with Ciroc vodka.
The hip-hop star will be involved in everything from marketing to deciding where to sell the alcoholic beverage, which is one of drink giants Diageo's super-premium lines.
Diddy will receive 50 per cent of the profits and could earn up to $100 million if the brand performs well.
He said: "It is not an endorsement deal. This is something that will have my daily attention.
"Diageo realised I'm not just a celebrity endorser, I'm a brand builder. I'm a luxury brand builder."
The star - who already has his own perfume and clothing range- also revealed he will be focusing on attracting "movers and shakers" to the line.
He added: "They're looking for something that tastes like their lifestyle. It's that trendsetter, that hipster, someone who's looking for luxury and looking for something better.
"I can't over-hype someone into loving vodka. But once people actually taste Ciroc, I think we can convert a lot of people."
Other stars to get involved in the beverage market include Jay-Z who works with Budweiser and 50 Cent with Vitamin Water.
P. Diddy held a croquet tournament at his $2 million party held to celebrate his star on the Hollywood Walk of Fame.
The hip-hop mogul – who held the lavish bash at entrepreneur pal Ron Burkle's 100-acre Hollywood Hills mansion – wanted guests to partake in the traditional English sport, which involves hitting balls with a mallet through hoops embedded in the grass. read more
P. Diddy, Jack Black and Ben Stiller dye their pubic hair, it has been claimed.
The trio all reportedly use Betty Beauty dye to transform the colour of their nether regions.
Rapper P. Diddy was so impressed with the product he asked his assistant to send back a thank you note when he was sent a complementary sample of it. Betty Beauty boss Nancy Jarecki told the New York Post newspaper: 'We've sold 160,000 units to date, and business keeps growing. There doesn't see read more
The 40-year-old music mogul told fellow rapper Jay-Z he thought the former Eurovision singer looked 'mean' and 'amazing' in the girl group’s latest video 'About A Girl’ – in which she appears in a pair of skin-tight leather hotpants.
A source said: 'He thinks Jade is amazing and loves her voice. He’s hoping to be in London in March and will be looking her up.'
However, Diddy may find it difficult to get Jade’s attention – she has previously claimed the Sugababes read more
#5 Author: (15 Jan 2010 19:59) P. Diddy in $100 million Ciroc vodka deal
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P. Diddy is set to make $100 million after signing a deal with Ciroc vodka. 
P. Diddy held a croquet tournament at his $2 million party held to celebrate his star on the Hollywood Walk of Fame. 
P. Diddy, Jack Black and Ben Stiller dye their pubic hair, it has been claimed. 
The 40-year-old music mogul told fellow rapper Jay-Z he thought the former Eurovision singer looked 'mean' and 'amazing' in the girl group’s latest video 'About A Girl’ – in which she appears in a pair of skin-tight leather hotpants.
