Sean 'Diddy' Combs' venture into the alcohol business is proving to be a success.

According to Bloomberg, sales for Circoc Vodka have jumped from  60,000 cases to 400,000 since Diddy's venture with liquor company Diageo in 2007.

Diddy is a 50% equity partner of Ciroc and receives half the brand’s profits.

Diddy and Diageo now plan to launch two new Ciroc flavors, coconut and red berry, later this year.

In related news, Diddy will be releasing his fifth solo album titled Last Train To Paris in 2010.