While seemingly every celebrity under the sun has a spirits brand attached to their name these days, Sean ‘Diddy’ Combs set the standard. He took the helm of Cîroc in 2007, steering the brand from minor player to multi-billion dollar brand and major phenomenon.

Now, the music mogul is leading Cîroc into the ready-to-drink (RTD) space, launching four flavors of vodka-spiked, ultra-premium canned cocktails.