Who Owns Ciroc Now? The Hidden Story Behind Recent Changes

Diageo has taken full control of Ciroc, the premium vodka brand. The ownership question has gained attention since the end of the partnership between Sean "Diddy" Combs and Diageo that started in 2007.

A common misconception leads people to think Diddy owns Ciroc liquor because of his marketing role. The story runs deeper than that. Diddy and Diageo started with a 50/50 partnership for Ciroc. Their relationship came to an end after Diddy filed a lawsuit against the spirits giant in 2023, claiming racial discrimination. Both parties reached a settlement in January 2024, and that's when Diddy's connection with Ciroc officially ended.

Let me get into the complete story of Ciroc vodka's current ownership, how it changed hands over time, and what drove these recent shifts. The brand's French roots, Diddy's vital role in making it popular, and the settlement's impact on both sides make this an interesting tale.

Who owns Ciroc now?

British multinational alcoholic beverage company Diageo owns Ciroc vodka. The ownership structure has become more complex. Diageo now solely owns the Ciroc brand globally after partnering with Sean "Diddy" Combs. North American rights have seen changes.

Diageo's current ownership status

Diageo has formed a mutually beneficial alliance with Main Street Advisors in 2025. They exchanged Ciroc's brand rights in North America for majority ownership interest in Lobos 1707 Tequila. This change means Diageo will not include Ciroc's North American results in their financial statements. These will be classified as income from joint ventures and associates. Diageo's rights to Ciroc remain intact outside North America.

The brand's sales have declined steadily. Ciroc's net sales dropped 32% on both reported and organic bases in the six months to December 2023. The volumes fell 28% organically. The brand saw a 26% drop in net sales both organically and on reported basis during the 12 months ending June 2023.

What happened to Diddy's stake?

Sean "Diddy" Combs never owned Ciroc—a common misconception among people. He had an "equal-share venture" with Diageo from 2007 to market and promote Ciroc in the United States. Combs and Diageo split the brand's profits. Legal disputes ended this partnership in 2024.

Combs sued Diageo in May 2023. He claimed the company neglected Ciroc and DeLeón (a tequila brand he co-purchased with Diageo in 2013) and treated them as inferior "urban" products. Court documents revealed that Combs earned nearly a billion dollars over their 15-year relationship. He contributed only $1,000 to the partnership and didn't honor his commitments.

Both parties reached a settlement in January 2024. Combs withdrew all allegations and dismissed his lawsuits against Diageo. "Diageo and Mr. Combs have no ongoing business relationship, either with respect to Cîroc vodka or DeLeón tequila, which Diageo now solely owns".

Clarifying the ownership confusion

People often thought Diddy owned Ciroc because he was the brand's face. Some reports incorrectly stated that Diddy had a 50-percent ownership stake in Ciroc, which added to this confusion.

Jean-Sébastien Robicquet originally owned the Ciroc brand and sold it to Diageo in 2007. Robicquet managed to keep ownership of the patented vodka recipe. This allowed him to play an important role in the manufacturing process.

Diddy spoke about this arrangement: "Everybody has a journey and that's just really how corporate America works. You gotta pay your dues to get in and they make us prove ourselves over and over and over".

The origin story: How Ciroc began

The story of Ciroc vodka started well before Diageo's ownership. Ciroc emerged in 2001 from centuries of French winemaking tradition. The brand's foundation rests on master distiller Jean-Sébastien Robicquet's expertise.

Jean-Sébastien Robicquet and the French roots

Jean-Sébastien Robicquet's family carries an extraordinary legacy in wine and spirits that dates back to the 16th century. His family has produced wine in the Bordeaux region for about 400 years. Robicquet blends academic excellence with his inherited expertise. 

He earned his Oenology diploma in 1988 and completed his Masters in Law, Economics and Management of the Wine Industry in 1990. His career included a decade at Hennessy cognac.

Diageo approached Robicquet in 2001 with a bold vision - they wanted him to create a revolutionary French premium vodka that would offer a unique taste experience. This collaboration led to Ciroc's launch in 2003, giving the world a vodka that stood apart from all others.

The unique grape-based distillation process

Ciroc stands out from traditional vodkas because of its grape-based foundation. Most vodkas use grain, potatoes, or corn, but Ciroc crafts its spirit from fine French grapes. This unique approach reflects Robicquet's winemaking heritage.

The production follows a meticulous five-step distillation process:

1. Selected French grapes are harvested and made into wine

2. The wine undergoes four distillations in column stills

3. A fifth distillation occurs in a traditional copper pot still at the historic Distillerie de Chevanceaux

4. The spirit is distilled to approximately 96% alcohol by volume

5. Finally, it's diluted with water to 40% ABV for bottling

Maison Villevert and the legacy of craftsmanship

Robicquet's family has owned the Manoir de Villevert, Ciroc's creative headquarters, for over 500 years. This historic estate in the renowned wine region serves as both Maison Villevert's headquarters and The Ciroc House.

Robicquet's artistry extends beyond Ciroc. He created G'Vine gin in 2006 and La Quintinye Vermouth Royal in 2013. The Great Council of Bordeaux Wines recognized his dedication by naming him a "Commandeur de Bordeaux".

Robicquet's vision and expertise have elevated Ciroc to become the second-most popular ultra-premium vodka worldwide. This success shows how French winemaking tradition reshaped the vodka scene.

Diddy’s role in Ciroc’s rise

Sean "Diddy" Combs reshaped Ciroc from a struggling brand into a cultural phenomenon. He never owned the vodka brand that became linked to his name. Diageo managed to keep ownership of Ciroc, but Diddy's marketing genius helped the brand achieve unprecedented success in the premium vodka market.

How the partnership with Diageo started

Diageo approached Diddy in 2007 with a plan to rejuvenate their struggling Ciroc brand. The brand sold only 40,000 cases yearly at the time and ranked as the 50th vodka brand in popularity. 

Instead of offering a traditional celebrity endorsement deal, Diageo proposed a 50/50 profit-sharing arrangement. This arrangement shared profits rather than ownership, though Diddy later called it an "equal-share venture."

Diddy received substantial control over Ciroc's marketing, promotion, and public image in the United States through the partnership agreement. This creative setup let him implement his vision while Diageo kept complete ownership of the brand.

Marketing strategies that changed the game

Diddy revolutionized Ciroc's marketing through several key approaches:

• He positioned Ciroc as a luxury lifestyle brand rather than just another vodka

• The brand became integrated into hip-hop culture and high-profile events

• His team created viral social media campaigns before they became common

• They developed specialized flavors that appealed to different consumer priorities

• Ciroc appeared prominently in music videos and entertainment industry gatherings

These strategies worked remarkably well. Ciroc's annual sales shot up to about 2 million cases within a decade. The brand's value increased by an estimated $1 billion thanks to Diddy's involvement.

Why people thought Diddy owned Ciroc

People misunderstood Diddy's ownership because of his integrated marketing approach. He called Ciroc "my vodka" in interviews and social media posts, which made people think he owned the brand. His unprecedented creative control for a celebrity endorser added to this perception.

The confusion helped both sides - Diddy gained status as the perceived owner of a luxury brand, while Diageo benefited from this marketing association. Though Diddy never actually owned Ciroc, his marketing genius changed how celebrity partnerships work in the spirits industry.

The legal battle and its impact

Diageo and Sean "Diddy" Combs ended their long-standing partnership after a heated legal battle that changed Ciroc's ownership structure forever. Diageo now owns both Ciroc vodka and DeLeón tequila outright, and Diddy no longer has any business ties to the company.

Allegations of racial discrimination

Diddy's company, Combs Wines and Spirits LLC, sued Diageo in May 2023. He claimed the company discriminated against him racially in their marketing of Ciroc and DeLeón. 

The lawsuit stated that Diageo:

• Labeled Ciroc and DeLeón as "Black brands" meant only for "urban" consumers

• Failed to support and undermined the joint-venture spirits brands

• Restricted distribution to "urban" neighborhoods in part because of Diddy's race

• Gave the brands worse treatment because Diddy is Black

Court documents revealed that Diageo executive Stephen Rust admitted in 2019 that some company leaders resented Diddy's high earnings. He stated that "if Diddy were Martha Stewart, things would be different."

The DeLeón tequila connection

The conflict went beyond Ciroc and included DeLeón tequila, which both parties bought together in 2013. Diddy said Diageo had left DeLeón behind to focus on other tequila brands, especially Casamigos (co-founded by George Clooney) and Don Julio.

Diageo saw things differently. They said they invested over $100 million to grow DeLeón. The company also pointed out that "despite having made nearly a billion dollars over the course of our 15-year relationship, Mr. Combs contributed a total of $1,000 and refused to honor his commitments."

Settlement and the end of the partnership

Both parties announced they had "resolved all disputes" in January 2024. The settlement terms stated that:

• Diddy withdrew all allegations against Diageo

• He dropped his lawsuits with prejudice

• Diageo became the sole owner of both Ciroc vodka and DeLeón tequila

• All business ties between Diddy and Diageo ended

This legal fight ended one of the spirits industry's most successful celebrity-brand partnerships. Diageo now exclusively owns Ciroc.

Conclusion

Diageo has taken complete control of Ciroc vodka after ending its partnership with Sean "Diddy" Combs. This piece traces the premium vodka brand's ownership experience from its French roots to Diageo's current full ownership.

A common myth suggests Diddy owned Ciroc. The truth is he managed to keep a profit-sharing marketing partnership that turned a struggling brand into a cultural icon. His marketing brilliance helped Ciroc's sales surge from 40,000 cases to about 2 million cases in just ten years.

The relationship ended after major legal battles. Diddy filed a lawsuit against Diageo in 2023 and claimed racial discrimination in the company's marketing of Ciroc and DeLeón tequila. Both sides reached a settlement in January 2024. Diageo became the sole owner of both brands and cut all business ties with Diddy.

Jean-Sébastien Robicquet, who created Ciroc, deserves credit for its unique grape-based distillation process. His family's centuries-old winemaking heritage helped distinguish Ciroc from traditional grain-based vodkas and explains its superior quality.

These ownership changes raise questions about Ciroc's future. Diageo has started to reshape its brand strategy, especially in North America where it partnered with Main Street Advisors. The timing seems crucial as Ciroc saw a 32% drop in net sales during the six months before December 2023.

Without doubt, Ciroc's story shows how brand partnerships can lead to soaring wins but also reveals problems that emerge when business relationships turn sour. Diddy's chapter with Ciroc may have ended, but his effect on reshaping celebrity brand partnerships in the spirits industry will definitely last for years.

FAQs

Q1. Who currently owns Ciroc vodka? 

Diageo is the primary owner of Ciroc vodka globally. However, in North America, Diageo has entered into a strategic joint venture with Main Street Advisors, exchanging majority ownership of Ciroc's brand rights for a majority stake in Lobos 1707 Tequila.

Q2. What happened to Sean "Diddy" Combs' involvement with Ciroc? 

Diddy's partnership with Diageo for Ciroc ended in 2024 following legal disputes. He never actually owned Ciroc but had a profit-sharing marketing partnership. The relationship concluded after a settlement, and Diageo now solely owns both Ciroc and DeLeón tequila.

Q3. How did Ciroc vodka originate? 

Ciroc was created in 2001 by master distiller Jean-Sébastien Robicquet, who comes from a family with a 400-year history in winemaking. The vodka is uniquely made from fine French grapes and undergoes a five-step distillation process, setting it apart from traditional grain-based vodkas.

Q4. What role did Diddy play in Ciroc's success? 

Diddy transformed Ciroc from an underperforming brand to a cultural phenomenon through innovative marketing strategies. He positioned Ciroc as a luxury lifestyle brand, integrated it into hip-hop culture, and created viral social media campaigns. Under his influence, Ciroc's annual sales grew from 40,000 cases to approximately 2 million cases within a decade.

Q5. How has Ciroc's ownership structure changed recently? 

Following a legal battle and subsequent settlement between Diddy and Diageo in 2024, Diageo became the sole owner of Ciroc. Additionally, Diageo has restructured its approach to the brand, particularly in North America, where it has entered a strategic joint venture with Main Street Advisors to maximize the value of Ciroc's brand rights.