The company has seen sales of Ciroc skyrocket to 2M cases a year with the marketing help from Combs.
Prices for DeLeon tequila range as high as $1,000 per bottle.
Diageo execs on the partnership: "Sean (Combs) is a proven growth driver."
This was corrected on 01/09/2014 at 01:32 AM. Diageo's ticker was incorrect.