Diddy x Guiness. Diddy has been accused of cheating on his multi-million dollar Ciroc endorsement deal with Diageo in the past but now it looks like his next move in the liquor business is a little more out in the open. According to our friends over at Advertising Age, Diddy has held talks with Diageo once again but this time to work of the Guinness and Red Stripe beer brands that is also owns.

There is no indication of when the beer deal will be struck, but it will most likely focus on pushing Guinness and Red Stripe further with the African-American beer drinker and the hip-hop/urban lifestyle consumers as well. Once we hear more you know we will have the full story. It makes sense for Diageo though as they firmly believe their investment in Diddy on the Ciroc deal has been worth it and hopefully Diddy can extend the brand equity of Guinness and Red Stripe in the same manner.

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• Ciroc’s new drink called “The Diddy”
• Diddy extends business role with Ciroc Vodka
• Diddy plays Sinatra in new Ciroc Vodka ad