He already works with Diageo on its Ciroc vodka, where he holds a "chief marketing officer and brand spokesman" role. Combs has featured prominently in Ciroc's creative work since partnering with the company in October 2007. He has hosted a number of special events that feature the brand.
He is one of a number of hip-hop stars who have endorsed alcoholic drinks brands. Jay-Z has been the brand spokesman for Bud Select, while Kanye West has appeared in ads for Absolut.