Who Owns Ciroc?

When it comes to world-renowned alcoholic beverages, a handful of companies have managed to emerge as absolutely sought-after brands. One of them is Ciroc.

The company is hailed for its exceptionally top-notch vodka, a variety of other flavored beverages, and its high-quality brandy line. In this article, we’ll be taking a deep dive into the history of Ciroc, the company that owns the brand, and the man who started it all.

Launched 21 years ago, in 2003, Ciroc was able to effectively and very quickly grow its level of desirability and popularity in the spirits industry. In addition, what makes the brand even more special is the way it is made.

The vodka brewing and manufacturing process is all done in France. Moreover, their brewing comprises a very curated and meticulous process, which is what sets Ciroc apart from a multitude of other vodka brands in the world. Furthermore, the name Ciroc, thanks to the company’s well-positioned marketing, is now synonymous with luxury, stardom, and sophistication.

The company is now owned and operated by Diageo, which is a United Kingdom-based alcoholic drinks manufacturing conglomerate. In addition, Ciroc also made a deal with a popular rap and hip-hop artist known as Sean “P. Diddy” Combs.

The deal made Diddy an equal shareholder. This further bolstered the sale and popularity of the vodka brand in the United States. However, because of an ongoing dispute between Diddy and Diageo, the latter organization now has complete ownership of the brand.

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A Glimpse into the Interesting History of Ciroc Vodka

In the world of alcoholic beverages, Ciroc vodka has truly highlighted itself as a premium brand. This is not just thanks to its distinct brewing processes and unique flavor but also to the legendary individuals who perfected the craft – Jean-Sébastien Robicquet.

Robicquet founded the brand and came from a deeply respected and renowned family known for their rich cultural heritage and panache, and who were also masters of wine and spirits manufacturing in the 17th century.

You would be astounded to learn that Robicquet’s family has been in the spirits and wine industry for more than 400 years. Another interesting fact is that the distillery where the beverage is made and processed, known as Maison Villevert, has been and still is owned and operated by the Robicquet family for more than 500 years.

Known as a genius winemaker and a well-articulated oenologist, crafting premium and classy alcoholic beverages was second nature to the Robicquet. Eventually, in 2003, the bespoke wine and vodka maker launched the much cherished and popular brand Ciroc.

The Impact of Sean “P. Diddy” Comb’s Marketing Strategies in Elevating Ciroc’s Popularity

As well as being among the world’s most popular rap and hip-hop mega stars, Sean Combs is also a very successful and forward-thinking entrepreneur and business personality.

While he is hailed as a prominent music producer and the owner of Bad Boy Entertainment, Combs also has several other businesses, such as Christian Casey LLC, a clothing brand, a fragrance line with the collaboration of Estee Lauder, Enyce clothing, and eventually, he made a deal with Diageo for an equally-share interest in Ciroc.

Sean Combs’ involvement with Ciroc proved to be very favorable for the brand, allowing it to soar to exceptional popularity and success within the US. With P. Diddy as its brand ambassador, he was able to implement his style, swagger, and shrewd business intelligence to quickly propel Ciroc’s brand visibility and desirability.

Thanks to Sean Combs and his innovative marketing campaigns, the company was able to build a niche target audience mainly comprising wine connoisseurs, the business elite, and A-list celebrities.

The Ownership Confusion Laid to Rest

Despite P. Diddy’s direct involvement in helping Ciroc become a popular vodka brand in the US and abroad, it is important to understand that he does not own any controlling interest in the company and was a brand ambassador. The true owner of the brand is Diageo, a UK-based wine multinational that acquired the brand from Jean-Sébastien Robicquet in 2007.

The Ownership Framework of Ciroc

Ciroc vodka, a flavorful alcoholic beverage, gained tremendous repute and popularity over the past ten years thanks to its tantalizing and exclusive grape-based manufacturing process and, of course, its star-studded marketing methodologies. A lot of people have the impression that that brand is owned by the main marketing driving force, P. Diddy; however, he does not own the brand.

While Diageo owns the majority shares of the Ciroc vodka brand, it is important to note that the vodka recipe that has made the beverage a success is still owned by Jean-Sébastien Robicquet.

It is a patented recipe, which, in turn, also allows Robicquet to play an instrumental role in the manufacturing of the vodka. It is also safe to say that the Robicquet still is and may very well always be the primary source of innovation in the organization.

High-End Marketing Methodologies and Smart Use of Celebrity Endorsements

One of the key driving forces behind the meteoric rise of Ciroc throughout the world is not just its unique flavor and bespoke production process but the clever and innovative use of key marketing strategies – mainly, celebrity endorsements.

At the height of its recognition, P. Diddy was the one who consistently propelled the brand’s reputation and demand in the US spirits market. However, the company eventually also connected with other prominent celebrities in both the music world and the clothing industry.

For example, Ciroc was also able to create strategic collaborations with high-end brands such as Moschino and partner with another famous singer and producer, DJ Khaled.

Ciroc’s Legal Complications

While the going was good for Ciroc, unfortunately, the brand landed itself in the middle of several legal issues. For a couple of years, the brand was in a legal battle against none other than one of its most treasured assets, Sean Combs. P. Diddly has alleged that the company did not fulfill its promises of aligning with him to promote his other brands and businesses.

This conflict quickly drove a wedge between both Ciroc and Sean Combs. Day by day, it was clear that P. Diddy might permanently cut ties with the company. In early 2024, in a joint statement published on Essence, both Diddy and Ciroc announced that they would be parting ways.

Diageo Combating Allegation of Racial Discrimination

In 2023, Diddy also sued Ciroc for its alleged involvement in discriminatory practices. The lawsuit primarily accused Diageo, stating that the company treated its popular vodka brand Ciroc and its tequila brand (DeLeon) as “Black” products, not wholeheartedly committing to their success.

It was alleged that Diageo was purposely marketing its vodka and tequila line to urban African-American communities while systematically marketing its premium brands, such as Don Julio and Casamigos, to a more niche and wealthy target audience. However, in January 2024, both P. Diddy and Ciroc settled the lawsuit, which was also around the same time Diddy and the brand cut ties.

The Future Outlook of the Popular Vodka Brand

Although the lawsuit (while settled) and the exit of P. Diddy as Ciroc’s primary brand ambassador, the company is going to feel some after-effects, which could also mean that the future of the company is a bit blurry at the moment. But, at the same time, we have to remember that the brand has developed a powerful reputation for itself, positioning the company at the forefront of luxurious and classy alcoholic beverages.

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