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On Thursday, Bloomberg reported that British spirits firm Diageo is approaching potential buyers for Cîroc Vodka, the brand formerly co-owned by disgraced music mogul Sean "Diddy" Combs.

Cîroc is a premium vodka brand established in 2003 by Jean-Sébastien Robicquet in France. Distinctively, it is made from fine French grapes rather than the traditional grains used in most vodkas.