Who Owns Ciroc Now? The Surprising Truth Behind The Vodka Brand in 2025

Diageo has become the sole owner of Ciroc vodka after a legal settlement with Sean "Diddy" Combs. The hip-hop mogul has ended his ownership stake in the brand. The dispute arose when Combs claimed Diageo discriminated against Ciroc and treated it as an inferior "urban" product compared to other celebrity-endorsed spirits.

The Origins of Ciroc and Its Rise to Fame

Ciroc's story starts with centuries of French winemaking tradition. The brand came to life as a unique alternative to regular vodkas in 2003. Most competitors used grain or potatoes, but Ciroc took a bold step that changed the premium vodka scene forever.

How Ciroc entered the vodka market

Jean-Sebastien Robicquet brought Ciroc to life. His family had been crafting wine and spirits since the early 17th century. He had an oenology diploma and a Masters in wine industry management. Diageo saw his potential and asked him to create something revolutionary - a vodka made from grapes instead of traditional grain.

Ciroc hit the market in 2003 with a unique production method. The vodka goes through five distillations - four in column stills and one final round in a traditional copper pot still at Maison Villevert in southern France. This careful process creates what the brand calls "an exceptionally fresh, citrus taste" from fine French mauzac blanc and ugni blanc grapes.

The brand's early days weren't easy. American nightclubs and venues in Atlanta and Miami gave it a shot, but sales were slow. Ciroc moved just 40,000 cases each year at first. By 2007, US sales reached only 120,000 cases - nowhere near Gray Goose's numbers at just 3% of their sales.

Sean Combs' role in popularizing the brand

Diageo had a "very painful vodka headache" with Ciroc in 2007. They made a game-changing move by approaching Sean "Diddy" Combs as spokesman, but Combs wanted more.

"I've gotten to the point where I don't want to do just endorsements. I want ownership," Combs said. He skipped the usual celebrity endorsement deal and negotiated something bigger: becoming Ciroc's brand manager and chief marketing officer with 50% of the brand's yearly profits.

This wasn't just for show. Combs jumped into every part of the business. He helped design bottles, picked flavors, and made marketing decisions. "Everything that Ciroc does, I'm involved in, from the bottle design to picking the flavors to the final taste and all the creatives," he later explained.

The early marketing strategy that worked

Combs and his Blue Flame Agency gave Ciroc a complete makeover. They dropped the "wine lover's vodka" tag and built a new image around celebration and luxury.

Combs saw things differently than Diageo. Instead of chasing existing premium vodka drinkers with their favorite brands, he targeted younger people who were starting to buy better drinks. 

"They're looking for something that tastes like their lifestyle... that trendsetter, that hipster, someone who's looking for luxury," he said in a 2007 interview.

The plan worked perfectly through:

• A smooth 360-degree campaign mixing events, PR, advertising, and digital marketing

• Smart product placement in entertainment spots

• Creative moves like Combs using the "Ciroc Obama" name during the 2008 presidential campaign

• Creating strong links to celebration and celebrity lifestyle

The numbers tell the success story. Sales jumped 600% in six years. While Gray Goose grew by just 2-3% in 2013, Ciroc's sales soared by 65%. By 2014, the once-struggling brand sold over 2 million cases yearly. This was half of Gray Goose's sales, but Ciroc had the momentum.

Edward Pilkington, Diageo North American Chief Marketing & Innovation Officer, summed it up: "Sean 'Diddy' Combs has been an incredible partner of DIAGEO for more than 15 years and together we have disrupted the vodka category".

The Business Relationship Between Diddy and Diageo

The partnership between Diddy and Diageo stands as one of the most profitable celebrity-brand relationships in spirits history. Their journey started with a groundbreaking profit-sharing agreement and ended with a legal battle that revolutionized the premium spirits industry.

2007: The Ciroc marketing deal

Sean "Diddy" Combs turned down Diageo's original endorsement offer for Ciroc vodka and negotiated a game-changing business arrangement instead. "It is not an endorsement deal," 

Combs emphasized in 2007, "This is something that will have my daily attention". He secured a 50-50 profit-sharing agreement rather than accepting a standard spokesperson fee. This deal had the potential to generate over $100 million throughout the partnership's lifetime.

Combs went way beyond typical celebrity involvement. He took on the roles of brand manager and chief marketing officer for Ciroc, stating: "I'm not just a celebrity endorser, I'm a brand builder". This difference proved significant—Combs even dedicated space in his Manhattan marketing headquarters for Ciroc operations.

Diageo recognized his "proven track record of developing high-end brands" and gave him unprecedented control over brand direction. His strategy targeted "movers and shakers" who wanted luxury experiences. He positioned Ciroc as a symbol of aspirational lifestyle rather than just another premium vodka.

2013: Co-purchase of DeLeón Tequila

Combs and Diageo built on Ciroc's soaring win and expanded their partnership in 2013 by jointly buying DeLeón tequila. This deal was different from Ciroc—it created a true 50-50 joint venture between both parties.

Combs described the difference between these arrangements: "With Cîroc, we dated. Now with DeLeon, we're married. This deal is way better. This makes me a true owner". Diageo's North America president backed this up, noting the collaboration was "a natural choice given Sean's knowing how to galvanize support for luxury brands".

The timing made perfect sense—Diageo needed new tequila ventures after stopping its Jose Cuervo distribution. US luxury tequila sales had jumped 49% over the previous three years. The category was ready for Combs' marketing expertise that had already transformed Ciroc.

How the partnership developed over time

The relationship started as a huge success story but gradually fell apart. Both parties benefited financially from the Ciroc partnership—Combs earned more than $50 million each year from the arrangement. His earnings reached "nearly a billion dollars" during their 15-year relationship.

DeLeón never matched Ciroc's remarkable success. Problems started when Diageo bought George Clooney's Casamigos tequila for $1 billion and quickly made it the category leader. This highlighted DeLeón's underwhelming performance.

Things came to a head in 2023 when Combs sued Diageo for racial discrimination. He claimed the company didn't market his spirits "in a similar manner with its other brands". He also accused Diageo of treating DeLeón as a lesser "urban" product compared to other celebrity-backed spirits.

Diageo strongly denied these claims. They pointed out that they had invested over $100 million in DeLeón while Combs put in only $1,000. They also said Combs "repeatedly undermined our partnerships and threatened to publicly defame Diageo".

The whole ordeal ended in January 2024 with a settlement. "Mr. Combs has withdrawn all of his allegations about Diageo and will voluntarily dismiss his lawsuits against Diageo with prejudice," a joint statement announced. Diageo took full ownership of both DeLeón tequila and Ciroc vodka, which officially ended their business relationship with Combs.

The Legal Dispute That Changed Everything

The seemingly successful business relationship between Sean "Diddy" Combs and Diageo turned into a public legal battle in May 2023. What started as racial discrimination allegations ended up changing the ownership structure of premium spirits brands and who owns Ciroc today.

Combs' allegations of racial bias

The hip-hop mogul's company, Combs Wines and Spirits, filed a lawsuit in New York Supreme Court against Diageo for racial discrimination. His complaint centered on Diageo's reluctance to "treat its Black partners equally" by not investing in his brands as promised.

Combs stated that Diageo had labeled Ciroc and DeLeón as "Black brands" or "ethnic brands" meant only for "urban" consumers. This approach limited their market potential and growth potential.

Court documents revealed that his brands "were allowed to wither" unless he "demanded it under threat of legal action." He highlighted distribution inequalities, pointing out that DeLeón was available in just 3.3% of retail liquor stores compared to Don Julio's 36%.

Combs managed to keep raising concerns about racial issues over several years, but nobody listened. His attorney compared Diageo's attempt to end their deals to firing someone who speaks up against racism.

Diageo's counterclaims and defense

Diageo struck back with a countersuit in October 2023. The spirits giant called Combs' lawsuit a "bad faith, sham action" and claimed it was a way to use racism accusations to get more money from the company.

The company revealed that Combs had asked for $100 million in May 2021 after their COVID recovery commitment. They said he threatened to "reach out to every news outlet" and "burn the house down" if they didn't agree.

Diageo's financial narrative differed from Combs' version. They had invested more than $100 million in their venture, while Combs put in just $1,000 and a promissory note. Yet, they paid him "nearly a billion dollars" during their 15-year partnership.

The company defended DeLeón's performance, stating in court that the tequila had "performed very well" and grew faster percentage-wise than Casamigos and Don Julio.

Impact of the lawsuit on both parties

The legal fight created problems for both sides. Diageo's reputation as a diversity champion came under scrutiny. Combs risked his position in the spirits industry, with Diageo claiming they had effectively "blackballed" him.

November 2023 brought more complications when abuse allegations against Combs surfaced. Diageo acted quickly to stop him from appearing in DeLeón promotional materials, worried about "devastating and permanent damage" to the brand.

Both parties reached a settlement by January 2024. Their joint statement said: "Mr. Combs has withdrawn all of his allegations about Diageo and will voluntarily dismiss his lawsuits against Diageo with prejudice."

For Ciroc consumers wondering about ownership, the statement made it clear that "Diageo and Mr. Combs have no ongoing business relationship, either with respect to Cîroc vodka or DeLeón tequila, which Diageo now solely owns."

Who Owns Ciroc Now in 2025?

Ciroc's ownership map has changed dramatically in 2025. Many people ask "who owns Ciroc now?" The answer became complex after the January 2024 settlement ended all connections with Sean "Diddy" Combs. Diageo took complete control but the story evolved further.

Diageo's full acquisition of Ciroc

Diageo plc became Ciroc's sole owner worldwide after the legal settlement in early 2024. A joint statement made it clear that "Diageo and Mr. Combs have no ongoing business relationship, either with respect to Cîroc vodka or DeLeón tequila, which Diageo now solely owns". This ended Combs' 15-year connection with the brand.

The ownership story took another turn quickly. Diageo made a mutually beneficial alliance with Main Street Advisors (MSA) in April 2025. They traded majority ownership of Ciroc's North American brand rights for a controlling stake in Lobos 1707 Tequila.

What 'no business relationship' means

The settlement cut all connections between Combs and Ciroc permanently. This means:

• Combs has no equity in the brand

• His profit-share arrangement ended completely

• He holds no management role whatsoever

• Diageo removed all marketing imagery with Combs

This clean break let Diageo create new brand partnerships without any roadblocks from past agreements.

Clarifying the current Ciroc owner

The ownership structure now splits by region:

• Global (excluding North America): Diageo plc keeps full control and ownership

• United States & Canada: A joint venture between Diageo and Main Street Advisors runs operations, with MSA holding majority brand rights (since April 8, 2025)

This new setup means Ciroc's North American business "will no longer be consolidated in Diageo's North America financial results and will be classed as income from JV and associates going forward".

This move fits Diageo's growth plans well. The brand needed changes after Ciroc's sales dropped 32% in the six months leading to December 2023.

What This Means for the Vodka Industry

Ciroc and its famous promoter have parted ways, which will revolutionize the spirits industry and send waves through Diageo's portfolio. This split raises questions about how celebrity brand partnerships work and what lies ahead for premium vodka marketing.

Ciroc's future without Diddy

Ciroc now faces major hurdles without its longtime ambassador. The brand's sales dropped 28% in North America last year and fell another 32% in the six months to December 2023. 

Diageo has made it clear that they are not seeking another high-profile replacement for Combs. Sources close to the brand have denied rumors about 50 Cent becoming Ciroc's new face.

Diageo's new strategy for Ciroc

A joint venture with Main Street Advisors shows Diageo's fresh vision for Ciroc. The company traded its majority ownership of Ciroc's North American brand rights to get a controlling stake in Lobos 1707 Tequila.

This move shows how well Diageo understands the market - vodka reaches 44% of North American households while tequila's 34% share keeps growing.

Nick Tran, TikTok's former global head of marketing, now leads as president and CMO, showing Diageo wants to attract younger buyers. Tran knows how to "turn brands into cultural icons" and connect with Gen Z. He believes that "Today, social experiences are more intentional, digital spaces drive discovery, and transparency matters more than ever".

The rise of new celebrity-backed spirits

The spirits world keeps changing. Celebrity partnerships remain powerful but face more scrutiny than before. Despite the headlines around Diageo's split with Diddy, Jefferies analyst Ed Mundy thinks there's still room for growth.

The real key is genuine connection—as Aviation Gin cofounder Andrew Chrisomalis puts it: "The product must deliver and bring consumers back again and again".

Ciroc's journey after Combs shows how delicate yet promising celebrity partnerships can be in building lasting spirits brands.

Conclusion

Diageo has taken full ownership of Ciroc after ending its 15-year partnership with Sean "Diddy" Combs through a settlement. The brand's sales have dropped since losing its famous promoter. All the same, Diageo's new joint venture with Main Street Advisors and its fresh marketing strategy marks a strategic shift in the celebrity spirits market.

FAQs

Q1. Who currently owns Ciroc vodka? 

As of 2025, Diageo plc owns Ciroc globally, except in North America where it's part of a joint venture with Main Street Advisors. This arrangement resulted from a settlement with Sean "Diddy" Combs in 2024, ending his involvement with the brand.

Q2. How did Sean "Diddy" Combs contribute to Ciroc's success? 

Combs played a crucial role in Ciroc's rise to fame. As brand manager and chief marketing officer from 2007, he transformed Ciroc's image, targeting younger consumers and positioning it as a luxury lifestyle brand. His efforts led to a 600% increase in sales within six years.

Q3. Why did the partnership between Diageo and Sean "Diddy" Combs end? 

The partnership ended due to a legal dispute. Combs filed a lawsuit alleging racial discrimination in Diageo's treatment of his brands. After months of legal battles, both parties reached a settlement in January 2024, terminating their business relationship.

Q4. What changes has Ciroc undergone since parting ways with Diddy? 

Since the split, Ciroc has faced challenges, including declining sales. Diageo has not sought another high-profile celebrity replacement. Instead, they've entered a joint venture with Main Street Advisors for North American operations and appointed a new president to focus on capturing younger consumers through digital marketing strategies.

Q5. How has the Ciroc situation impacted the celebrity-backed spirits industry? 

The Ciroc case has highlighted both the potential and risks of celebrity partnerships in the spirits industry. While such collaborations can drive significant growth, as seen with Ciroc's initial success, they also pose challenges when relationships sour. The industry now emphasizes the importance of authentic connections and product quality over mere celebrity association.