MUMBAI: Liquor major Diageo has struck a strategic alliance between Sean "Diddy" Combs and its brand, C®roc vodka. Sean Combs Enterprises will now take on all brand management decisions for the C®roc brand, while sharing in the future profits of its growth. The exclusive US multi-year collaboration, which calls for a 50/50 profit split, is a first for the spirits industry and could be worth more than $100 million for Combs, says a release.

Sean Combs, the CEO and founder of Bad Boy Worldwide Entertainment Group, oversees one of the world`s preeminent urban entertainment companies, encompassing a broad range of businesses including recording, music publishing, artist management, television and film production, recording facility, apparel and fragrance.

Combs will take the lead on brand management decisions, including marketing, advertising, public relations, product placement and events. The alliance with C®roc, one of the world`s only vodkas made from grapes, will focus on the "art of celebration," a concept Combs embodies and cultivates both personally and professionally as a lifestyle and entertainment icon. A major component of the initiative will be the commitment to promoting responsible decision-making when it comes to drinking, says the release.