In 2007, Diddy (aka Sean Combs) partnered with Diageo to oversee all marketing for Ciroc and to help popularize the brand. The brand introduced two flavoured varieties to the market in 2010, Red Berry and Coconut. In 2011, the company added a Peach flavour. In May 2013, it was announced that a new flavour would be released called Ciroc Amaretto.