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CÎROC™ is a brand of eau-de-vie vodka, manufactured in the Charente-Maritime of France from French "snap frost" grapes, produced and distributed by the British-based multinational alcoholic beverage maker Diageo. The world's largest producer of spirits, Diageo, also owns the leading vodka brand Smirnoff and a 50% venture in the Dutch vodka brand Ketel One. Since 2007, marketing and promotion for CÎROC in the United States has been handled by Sean "Diddy" Combs in an "equal-share venture" with the proceeds from the label being split between promotional partner Combs and manufacturing partner Diageo.