Diageo explores sale of Cîroc Vodka

Diageo Plc is exploring the sale of Cîroc Vodka, previously endorsed by music mogul Sean ‘Diddy’ Combs. The company has reportedly approached potential buyers, including beverage firms and private equity groups, to assess interest. The discussions are in early stages and may or may not result in a deal.

This move follows the resolution of a lawsuit in January, in which Combs accused Diageo of racial discrimination, alleging neglect of Cîroc Vodka and DeLeón Tequila. The allegations were later withdrawn, and the business partnership between Diageo and Combs ended.