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Diddy debuts D2C spirits platform

Sean ‘Diddy’ Combs has launched Diddy Direct, a ‘first-of-its-kind’ direct-to-consumer (D2C) liquor retailer.

Ciroc honey melon
Diddy Direct offers US consumers the option to ‘conveniently’ purchase Combs’ spirits, including Cîroc

The platform has been created to help retailers and consumers ‘conveniently find, inquire and purchase’ the products in Combs’ spirits portfolio, including all Cîroc Vodka expressions and DeLeón Tequila variants.

“This platform is a game-changer for the spirits industry, and we’re proud to offer consumers and retailers direct access to our portfolio of premium spirits,” said Combs, chairman of Combs Global.

“With Diddy Direct, we’re setting a new standard for direct-to-retailer and direct-to-consumer experiences and bringing the best of Combs Spirits directly to anyone, anywhere in the country.”

Diddy Direct gives consumers and retailers information on where to find each of Combs’s spirits brands, and allows them to purchase the products for delivery, if possible in their area.

If delivery isn’t available, the platform directs consumers to the nearest purchase site.

It also includes an interactive national map to geo-locate local business and distributors.

“Can’t find DeLeón Tequila or Cîroc Vodka?” Combs said, “I’ll get it to you.”

Diddy Direct is available now across the US.

The platform’s launch, which was announced on social media on 25 May, comes as Combs filed a lawsuit against DeLeón co-owner Diageo on 31 May, alleging that the British drinks firm has neglected his spirits brands on account of his race.

Digital campaign

To promote the new platform, Combs has teamed up with All I Do Is Win rapper DJ Khaled to create a digital ad campaign.

In the digital short, the two stars are seen playing a round of golf, while discussing the benefits of the new platform.

“Now there’s no excuses,” Combs says. “You hit me up, Diddy Direct.”

To watch the ad, click below.

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