I’m not going to get into deep detail about the lengthy list of horrific charges and accusations the producer, rapper, fashion designer, and brand owner Sean John “Diddy” Combs is facing, because after all – you’ve decided to read this article for a little bit of light entertainment. 

Perhaps you wanted a puff piece (pun absolutely intended), as you sipped your coffee, or perhaps the Cîroc vodka label popped into your mind and you thought to yourself “Just how did Biggy Small’s best buddy start making spirits?”, but either way, anything dark and heinous Mr Combs has been involved with doesn’t make for light and enjoyable reading.  That is of course, unless you’re the type of person who watches serial killer documentaries to get to sleep.

⚞Music Mogul Remains Behind Bars⚟

Back to the “Puff” piece though – Sean Combs, didn’t have the easiest start in life. Born and raised in Harlem, New York City, he faced a tough blow when his father was sadly murdered when he was just two years old. Despite this, he managed to keep his chin up, got a decent education at Mount Saint Michael Academy then later at Howard University where he studied business Academy.  

While he might not have finished his degree, he certainly made the most of his time there, networking and throwing some pretty wild parties. This knack for making connections would prove to be a real asset when he landed an internship at Uptown Records, a record label that was making waves at the time.  

Combs might have got the internship through a combination of pestering and begging its founder Andre Harrell, but he still at Uptown, he played a key role in launching the careers of some big names like Jodeci and Mary J. Blige. Unfortunately, or perhaps fortunately, things didn’t always run smoothly.  After a bit of a disagreement regarding creative difference, Combs was given the boot. Now, most people would have seen that as a setback, but not Sean. Instead, he decided to strike out on his own, setting up his own record label with a bit of help from some industry bigwigs.

Founded in 1993, Bad Boy Records would become a huge player in the East Coast Rap Game.  One of his biggest coups was signing Christopher Wallace, better known as The Notorious B.I.G. Biggie’s debut album was a massive hit, putting P. Diddy’s label on the map and helping him attract even more talent. He continued to build his roster, working with artists like Faith Evans, 112, Total, and The LOX. And let’s not forget his signature production style, blending catchy hooks with those banging beats

Diddy and Cîroc

Ever the entrepreneur, Puff Daddy (as he was known in 1998) wouldn’t be content with just making music.  In 1998, would go into fashion with his Sean John Clothing Line, moving him past the world of hip hop and into clothing.  Just as you thought he’d cool his jets and ease up on the ambition, Combs would decide to move into the world of beverages.  

His experience and business acumen would help him when he entered into a landmark partnership with Diageo in 2007 to manage and promote Cîroc vodka.  Structured as a 50-50 profit-sharing arrangement, the deal was one of the first of its kind.  Just as Combs had strategically  changed his name and image multiple times in his career from Puff Daddy to P. Diddy to Diddy, as he marked new phases in his career, he would rebrand Cîroc into a luxury brand.  This repositioning allowed brand reputation to build and with this build, sales would skyrocket from 50,000 to 2 million cases per year.

Cîroc was founded by French winemaker, Robicquet and has a thorough distillation process.  It is distilled four times in column stills then a fifth time in a traditional copper pot in its Distillerie de Chevanceux in the south of France and comes in nine different flavours.  Among celebrity spirits, it’s a particularly high pedigree, with various versions like the Snap Frost Grape and Ultra Premium grabbing prizes.  The vodka is a music industry favourite with rappers such as French Montana and Drake count the drink amongst their favourites.  DJ Khaled also helped design the watermelon flavour in 2019 and starred in some of the drink’s commercials.

The Drinking Stories

Now, let’s be honest, a lot of rap songs seem to revolve around the same old themes – ladies, substances, a bit of chaos, and maybe a few tales of misbehaving. And why wouldn’t they be? If you’ve got a rockstar lifestyle, chances are you’ve got a few stories to tell.

We’re going to steer clear of the more eyebrow-raising tales, you know, the ones that might involve hidden cameras and all sorts of Epstein-Island-illuminati adjacent dodgy dealings. Instead, let’s focus on some of the more light-hearted, entertaining stories that have come out of the rap world.”

❶ The Infamous “Cîroc Boys” Party Culture

The Cîroc Boys are a group of brand ambassadors associated with the brand.  Led by Combs himself, they threw wild parties which became synomymous with celebrity culture and luxury nightlife in the late 2000s and early 2010s.  The boys would take over nightclubs, and run up excessive expenses running into the hundreds of thousands to showcase the opulent lifestyle attached to the Cîroc brand.  At some of these events, Diddy would be there, personally encouraging guests to take shots of Cîroc, leading to legendary nights of celebration.   One of the most famous of these events was a yacht party where endless booze flowed into the cups of a seemingly endless plethora of celebrities.

Diddy’s legendary “White Party” tradition began in the Hamptons in 1998 and ran until 2009.  The dress code was simple but strict – all guests had to wear white, regardless of their standing.   This created a unifying atmosphere and some material for some visually striking photographs.  Guests included musicians like Jay-Z, Beyoncé, Mariah Carey and performers like Queen Latifah and Leonardo DiCaprio.  

Some of the white parties took place in St Tropez and Beverly Hills and had iconic moments such as the 2004 Voting-Themed party, where Combs borrowed an original copy of the Declaration of Independence, adding a surreal and profound touch to an otherwise glamorous event.

❷ The “White Party” Tradition

❸ Diddy's “DeLeón Tequila” Birthday Bash

If owning his own vodka brand wans’t enough, Diddy would acquire a stake in  in DeLeón Tequila, another spirits brand, Diddy threw a birthday bash that featured both Cîroc and DeLeón. At this party, held in 2013, Diddy was said to have been in high spirits (pun once  again absolutely intended), encouraging guests to try both his vodka and his tequila.

More recent P Diddy birthday parties have been black tie affairs with big stars like Gucci Mane and Machine Gun Kelly making waves.  Diddy parties often involved extravagant speeches proclaiming his love for both spirits and toasted to his own success. The night ended with many stories of guests having a bit too much to drink, with Diddy himself leading the charge.

Booze and ego are one helluva mix aren’t they?  Back in 2011, Diddy found himself deep in his cups at a nightclub and found another party-goer having the audacity to drink something other than his beloved  Cîroc.  Diddy confronted the man declaring, “I run New York!” and insisted that everyone in the club should be drinking Cîroc.

This incident became quite well-known, illustrating Diddy’s fierce loyalty to the brand and his larger-than-life persona when it comes to partying and promotion.

❹ The “I Run New York” Incident

❺ Drink Champs

He also opened up about his personal life, which was a bit of a surprise. It’s not every day you hear P. Diddy getting all sentimental. But hey, even the biggest stars have got feelings, right?

All in all, it was a cracking episode. You get a real sense of who P. Diddy is, and it’s clear he’s still got a lot of ambition. So, if you’re a fan of hip-hop or just fancy a good old natter, check out his episode on Drink Champs. You won’t be disappointed.

Back in 2016, the man himself, popped by the Drink Champs podcast for a right old chinwag. If you’re not familiar, Drink Champs is basically a boozy chat show where rapper Nore (Noreaga) and DJ EFN get some of the biggest names in hip-hop to drink, relax and tell stories.

Diddy talked about his approach to booze stating “I’m just consistently pouring and enjoying.  Sometimes for three days straight”.  As he sipped Ciroc and got his podcast pals to join, he talked about his career, his mates in the music biz, and even had a few words to say about some old rivalries such as the bitterness with Suge Knight and the late, great Tupac Shakur.  Some of this e were a few raised eyebrows and plenty of laughs, just like you’d expect from a few friends catching up for drinks and discussion.