Celebrity endorsed or owned spirits products are easy to come by, but rarely do they manage to take off the way Ciroc vodka did after music and business executive Sean "Diddy" Combs signed on to work with Diageo. Following its first successful foray into spirits, his company Combs Enterprises established the Combs Wine & Spirits subsidiary (CWS) in 2013 and once again partnered with Diageo for a 50/50 joint venture in DeLeon Tequila.