In this July 26, 2013, file photo, Sean "Diddy" Combs of Revolt TV waits to take the stage for a news conference about the new channel during the Television Critics Association summer press tour at the Beverly Hilton Hotel, in Beverly Hills, Calif. Already a success in music and fashion, Combs has big dreams for television, too, wanting to build a network that will be seen as the ESPN of music. (Photo by Chris Pizzello/Invision/AP, File)

LONDON (AP) — Premium drinks company Diageo has formed a new joint venture with rap star Sean “Diddy” Combs and has bought the prestige tequila brand DeLeon.

The 50/50 partnership between Diageo and Combs Wine & Spirits allows the brand to take advantage of Diageo’s distribution network, together with Combs’ star power in marketing luxury brands. DeLeon has variants of tequila, which have suggested retail prices ranging from $120 to over $1,000.

In a statement Wednesday, Combs says DeLeon appeals to “those who love exceptional tequila in a distinctive bottle.”

Diageo also has a separate “strategic alliance” with Combs Enterprises to develop and grow the ultra-premium vodka brand, Ciroc. The alliance began in 2007, and has grown from 50,000 cases a year to nearly 2 million cases.

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