Diddy factor invigorates vodka sales for Diageo
on 22/10/10 at 8:00 amSpirits
A recent example involves Ciroc vodka, which was introduced by the company in 2003 into the “ultra premium” vodka market. Its point of difference is that it was the only high-end vodka made from grapes.
Sales were modest in its first few years on the market. Then, in late 2007, Diageo inked a marketing deal with Sean “P Diddy” Combs, the US rap star.