P. Diddy's "Luxury" Vodka Confiscated

By Will Godfrey 08/03/11

Rapper outraged after French customs agents seize crates of 80-proof vodka.

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Vodka spokesman and rapper P. Diddy was left bereft after French customs officers stripped his entourage of "a few crates" of 80 proof Ciroc vodka late last week. French law stipulates that travelers can only bring a single liter of liquor above 44 proof into the country. Diddy's hangers-on were flying considerably larger quantities from the States to Nice's Cote D'Azur airport, in preparation for the rapper's promotional tour of several St. Tropez clubs. The artist formerly known as Puff reportedly threatened to cancel an appearance at Cannes nightspot Gotha on Friday when he heard it was stocked with a rival vodka brand—but yet more cases of Ciroc were flown in to rescue the situation. Diddy signed a deal to market the lethally-strong liquor back in 2007, and shares 50% of the profits from each sale. The deal could be worth as much as $100 million to him if all goes well, and the rapper is serious about his responsibility to make himself richer. "I'm not just a celebrity endorser," he said, "I'm a brand-builder. I'm a luxury brand builder." Tell it to customs, Puff.

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Will Godfrey is the former editor-in-chief of TheFix. He was also the founding editor-in-chief of Substance.com, and previously co-founded a magazine for prisoners in London. His work has appeared in Salon, Pacific Standard, AlterNet and The Nation among others. He is currently the Executive Director at FILTER. You can find Will on Linkedin and Twitter.