As for Ciroc, the spokeswoman said it “will remain in Diageo's portfolio and we will continue to produce and support the brand,” while confirming Combs would no longer be involved in marketing.

Live now, the campaign features celebrities including model Winnie Harlow, drag queen Bimini and recording artists Krept & Konan. It consists of a series of three adverts inviting viewers into four different scenarios, celebrating people who are proud to express themselves and encouraging audiences to do the same.

Diddy and Diageo have worked together on Ciroc, which is wholly owned by Diageo, since 2007. The “I'll Be Missing You” rapper entered a joint venture with the company on DeLeón in 2013.

Fortune magazine listed Combs at number twelve on their top 40 of entrepreneurs under 40 in 2002. Forbes Magazine estimated that for the year ending May 2017, Combs earned $130 million, ranking him number one among entertainers. In 2022, his estimated net worth was US$1 billion.

Among popular Black-owned brands, the impact of celebrity endorsements is clear, with Cîroc vodka, made by Sean “Diddy” Combs, and Champagne and Cognac from musician Curtis “50 Cent” Jackson l topping the Drizly charts.

The brand family includes vodka, flavored products containing vodka, and brandy. Since 2007, the marketing and promotion for Cîroc in the United States has been handled by Sean Combs in an "equal-share venture" with profits from the brand being split between Combs and Diageo.

Diageo North America said it is ending its 15-year relationship with Sean “Diddy” Combs after the music artist and entrepreneur accused the world's biggest spirits maker of racial discrimination in a lawsuit last month. Combs owns Combs Wines and Spirits, which includes the vodka brand Ciroc and DeLeon Tequila.

Since 2007, the marketing and promotion for Cîroc in the United States has been handled by Sean Combs in an "equal-share venture" with profits from the brand being split between Combs and Diageo.

But most conservative estimates suggest Diddy earned more than $50m every year since 2007 from his vodka deal.

Jay-Z is the richest rapper in the world, according to Forbes' real-time billionaires list. As of June 2023, Jay-Z's net worth is estimated at $2.5 billion.

African-Americans are the most likely demographic group to prefer spirits like whiskey or Cognac over beer or wine, according to Nielsen research.

Black Momma Vodka Founder Vanessa Braxton is the first African-American master distiller and master blender in New York State. Her flagship vodka bottling is distilled and filtered five times, and also comes in flavors like green tea, soursop, and chai.