These days, Diddy’s interest in Ciroc is worth somewhere in the low-to-mid nine-figures by our estimates and makes up the largest chunk of his net worth. To give an idea of Ciroc’s value: parent company Diageo also bought a 50% stake in Ketel One for $900 million in 2008; Ketel One moves about 2 million cases a year. Ciroc is halfway there.
To be sure, there are differences. Ketel One has a long history as a family-operated distillery, while Ciroc more room to grow and sells for a higher per-bottle price. Still, the comparison provides a rough yardstick for determining the value of Ciroc—a value that continues to rise.
“Ciroc is a very popular brand, and it’s been growing,” notes Russo. “It has that cache. It’s in the right spot in the right sector.”
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