Diddy continues to push one of his biggest money-makers, his vodka brand, Ciroc. The vodka has quickly become the go-to alcohol for rappers and celebrities alike, and now the brand has signed a big deal with the Sundance Film Festvial.

Ciroc has been named the official vodka for 2013 Sundance Film Festival. The Bad Boy label head spoke on the partnership, "We are very excited to join the Sundance Film Festival and the Sundance Channel in celebrating the spirit and creativity of independent film and filmmakers," Diddy said, "Encouraging the creation of art is important to me. I love to see independent filmmakers bring new and innovative platforms to our culture. It’s inspiring."

Diddy added, "Ciroc Vodka is the perfect addition to the Sundance Film Festival – we’re known to inspire great celebrations and Park City will be no exception."

The 2013 Festival kicked off on January 17th in Park City, Utah. Ciroc will be served at all the high-profile events of the Film Festival, including the Awards Ceremony.