October 2007: Diddy signs with Ciroc
Diddy's deal with Ciroc gave him a 50% cut of the profits and significant incentive to do everything in his power to promote it. "I'm not just a celebrity endorser, he said. "I'm a brand builder. I'm a luxury brand builder."
Diddy's presence has helped Ciroc boost its annual output from 40,000 cases in 2009 to 2 million as of last November. He's struck partnership deals with NBA and Rick Ross and, in a 2011 commercial, leapt over a bull with ease that reflected the smooth taste of Ciroc itself.