Diddy’s CIROC Ultra Premium Named Official Sponsor of the Grammys 2016

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CirocC?ROC? Ultra Premium announced last week that it has been named the “Official vodka of the 58th Annual GRAMMY Awards?,” building off of the brand’s involvement in last year’s most coveted weekend in music. C?ROC? Ultra Premium commemorates its continued GRAMMYs? partnership with a tribute to the “ultimate collaborations”.

Throughout the week leading up to the awards presentation, the brand will engage with fans, offering them the chance to experience the union of the music and the liquid, via exclusive event activations and social media engagement.

“Music is a powerful force that connects us all – and the best music is fueled by passion, creativity and collaboration. The GRAMMY Awards? recognizes the best of the best in music,” said Sean “Diddy” Combs, Chairman of Combs Enterprises. “And C?ROC is honored to partner with the GRAMMY Awards to make the most of this year’s phenomenal partnership.”

Here, we caught up with Dan Sanborn, Senior Vice President of Culture and Partnerships at Diageo; and Dia Simms, President, Combs Wines and Spirits, to get the scoop:

TNJ.com: What prompted the Ultra Premium partnership with the Grammys?

Dan Sanborn: Ultimate collaborations are at the core of what makes the GRAMMYs great — from Eminem and Elton John to the Foo Fighters and Deadmaus — each year, the GRAMMY Awards celebrates these unforgettable pairings. In the same vein, CIROC’s partnership with The Recording Academy and the GRAMMY Awards is the ultimate duo, marrying the liquid and modern luxury lifestyle of CIROC with the GRAMMYs’ legacy of support and celebration within the arts and music communities.

TNJ.com: Tell us about the “What We’re Made Of” video series

Dan Sanborn: The ‘What We’re Made Of’ video series will feature GRAMMY-nominated musicians discussing their road to success and what lies ahead for them. As a collaboration between CIROC and the GRAMMYs, this video series was inspired by the musicians behind the biggest awards season in music who have worked tirelessly to become a part of this year’s celebration. The videos will debut on grammy.com next week.

TNJ.com: What are some of the celebrations taking place during Grammy weekend?
Dia Simms: CIROC will have a presence at numerous events during GRAMMYs week including the Producers & Engineers Wing Event honoring Rick Rubin, the Los Angeles Confidential GRAMMY Celebration with Mark Ronson, Clive Davis’ and The Recording Academy’s Pre-GRAMMY Gala/Salute to Industry Icons as well as behind the scenes during the GRAMMYs Live Telecast.

TNJ.com: Why is “drinking responsibly” important to the CIROC brand which is reflected in the brand’s partnership with Uber to provide safe rides?
Dia Simms: Celebrating responsibly is at the core of what CIROC is made of. We are committed to helping our customers have the best experiences to ensure that they truly enjoy every celebratory occasion. As part of the larger GRAMMYs experience, CIROC has partnered with Uber to promote the importance of securing a safe ride home after a big night out!