Diddy is betting he can spin Ciroc vodka into one of the biggest luxury brands in the world. Ciroc vodka is manufactured in France, with the distinguishing feature that it’s made from grapes in contrast to corn, sorghum, rye, wheat, or potatoes used in other vodkas.

Darryl Beeson a “wine guy” describes its flavor.. “Rather than having high proof alcohol’s medicinal flavors, this vodka is clean, fresh and smooth with a lilt of complexity derived from the grape origin. The cold fermentation really does contribute to the final flavor… serve this straight up, shaken over ice.”

Though some aren’t as appreciative of its uniqueness, Diddy believes he can make Ciroc the first choice for “movers and shakers.”

One thing Diddy wants known, who from this point in the story we will refer to as Sean Combs to avoid douche chills,  is that this isn’t an endorsement deal - he’s an owner (at least temporarily.)

“This is something that will have my daily attention,” Combs told the Associated Press. “I’m not just a celebrity endorser, I’m a brand builder. I’m a luxury brand builder. It is not an endorsement deal.”

He will be responsible for marketing, deciding where it will be sold, oopsie spottings in paparazzi shots, and everything else necessary to make it tasty.

For his efforts he’ll receive 50% of the profits, which could tally up to more than $100 million when the contract is over.

“I can’t overhype someone into loving vodka,” he said. But once you take that first sip of Ciroc.. “I think we can convert a lot of people.”