Who is ready to order alcohol direct from Diddy?

Over the last 10 years, we’ve published thousands of great pieces. In-depth insight from craft brewing business experts, award-winning journalism, thought-provoking perspectives on the changing nature of craft beer and the consumer relationship. This is not one of those pieces. It has really nothing to do with you or your business. And yet I know a million of you will click it because, what the?

Yes, my inbox tells me Sean “Diddy” Combs has launched Diddy Direct, a “platform created to help retailers and consumers conveniently find, inquire and purchase any of the bestselling spirits under his Combs Spirits portfolio including all CÎROC Vodkas, CÎROC Spritz, CÎROC VS & DeLeón Tequila variants.”

Diddy has also “teamed up with DJ Khaled in a new digital ad campaign to launch Diddy Direct. For the digital short, the two stars hit a round of golf, with Khaled proving to be the superior golfer.” I am told there is a hilarious exchange between the two that showcases their friendship.

OK, beyond the silliness, this does say something about the weird place the alcoholic beverage market is in these days. Flavor variants. Collaboration. An “influencer-ish” style route to sales and marketing. And a direct to consumer purchasing/shipping model that also allows for retailer / distribution ordering. Run the Jewels launched something similar with Brooklyn Brewery.

“This platform is a game-changer for the spirits industry, and we’re proud to offer consumers and retailers direct access to our portfolio of premium spirits,” Combs stated in the release. “With Diddy Direct, we’re setting a new standard for direct to retailer & direct-to-consumer experiences and bringing the best of Combs Spirits directly to anyone, anywhere in the country.”

I tried it out of curiosity and the interface is indeed pretty slick, and easy to navigate for retailers or consumers. Helpful for connecting buyers with the “often elusive local distributors, allowing for seamless online purchasing.” Really liked that phrasing in the release.

With mo’ beverage brands than ever — but fewer distributors — there are indeed mo’ problems in getting into retail spaces and standing out. Maybe this is the new way of the world? Don’t make an ass outta yourself by assumin’. It is well established that Diddy is two levels above you, baby. As he foretold years ago:

“I’ma win ’cause I’m too smart for these cats.”

Jealousy is only gon’ leave you broke.