He’s got clothing and perfumes lines on the go, but now Sean ‘P Diddy’ Combs has added another venture to his empire – vodka.

The rapper has signed a multi-year contract to promote Ciroc vodka for a 50% share of any profits made.

Speaking about his new venture, the music mogul said: "I'm not just a celebrity endorser, I'm a brand builder. I'm a luxury brand builder."

If the new deal is a success it could be worth more than US $100 million, but the profit lays with how well Puff is able to promote the brand.

"It is not an endorsement deal. This is something that will have my daily attention."

To see Diddy at the launch of his new venture, click here!