Though Simms understood the seriousness of the situation, she called any accusation that Combs would discriminate on the basis of skin color “laughable.”

“We go out of our way to book Black models,” she said. “We’ve done hundreds of events featuring thousands of models of every ethnicity over the years. We are a minority-owned company. I am a Black woman. It doesn’t make sense for our company to employ a ‘paper bag’ test in 2009.

“It’s damaging to Ciroc, to our company, and it’s personally hurtful to Mr. Combs,” she fumed. “The fact that this issue resurfaces lets you know how far we have to go as people.”

Diageo's Ciroc Ultra Premium Vodka was used to create the "Ciroc Chic," and "Simply Scrumptious" drinks to be served at the custom designed Ciroc Ice Bar. The first is vodka mixed with pomegranate and pineapple juices, served in a chilled martini glass garnished with a lemon twist. The second is a mix of vodka, lemon juice, pear nectar and Cointreau, garnished with cinnamon.

In North America the worsening economic environment has increasingly hit consumer demand. While US spirits’ industry volume growth has slowed, Diageo maintained its 30.4% share of the market. Spirits net sales grew +8% as a result of +3% volume growth and price increases. This was driven by the performance of Smirnoff, Captain Morgan, Crown Royal and Ciroc in the US and strong growth across spirits brands in Canada.

Sales of Ciroc - a French grape-based vodka invented by Diageo six years ago - trebled during the second half of 2008, thanks to [Diddy's] involvement as brand ambassador.

The Sawbuck (Grey Goose La Poire, lime juice, ginger syrup, basil leaf), with its tingly spice and fruity pear punch, and the Cleveland (Ciroc vodka, Godiva White Chocolate and Dark Chocolate liqueurs) with grape-tickled ropes of rich chocolate decadence are both worth a try.

DIDDY AND CÎROC VODKA RING IN THE “BLUE YEAR” WITH MILLION DOLLAR OFFER TO NEW YORK
“Official Vodka of New Year’s Eve” Wants to Take Over Times Square on December 31

NEW YORK, NY – December XX, 2008 – CÎROC Ultra Premium Vodka, the Official Vodka of New Year’s Eve, and Sean “Diddy” Combs have made an unprecedented offer to the City of New York: the brand and the hip-hop mogul plan to donate $1 million to a charity on behalf of the city in exchange for a New Year’s Eve ball takeover.

The brand has already secured an enormous presence in Times Square this holiday season with its impressive billboards, but in true Diddy fashion, the plan doesn’t stop there. The vodka brand wants to change the historic crystal ball to reflect its iconic blue sphere. The color of the sphere originates from a unique plant that grows in the Galliac region of France, where CÎROC is still produced, and serves as a symbol of prosperity for the area even today.

“As the ‘Official Vodka of New Year’s Eve,’ it’s only fitting that we take over New York, the most iconic New Year’s city in the world,” said Combs, who entered into a strategic marketing alliance with the ultra-premium spirit more than one year ago. “I’m going to give every adult in America a taste of what it’s like to enjoy a sophisticated celebration with Diddy, and what better time than while ringing in the New Year.”

Consumers should also stay tuned for a soon-to-be-announced campaign this holiday season that will focus on one of the most important aspects of sophisticated celebration—responsibility.