Hip Hop mogul-turned-Ciroc vodka magnate Diddy will soon venture even further into the spirits market if reports of yet another partnership for Diddy are true. According to the New York Post’s Page Six, Diddy has partnered with DeLeon Tequila, a spirit launched by Brent Hocking.

Diddy will reportedly serve the high-end tequila at his upcoming New Year’s Eve soiree in Miami, which will also double as a celebration for his latest entrepreneurial feat.

In 2007, Diddy partnered with the Diageo-owned Ciroc and has since played a vital role in the brand’s development. Thanks to his partnership with the brand, Diddy could possibly make around $100 million if Ciroc is ever sold.

Additionally, Diddy’s involvement with Ciroc has helped the Bad Boy Records founder top a handful of Forbes lists this year, including “World’s Highest-Paid Musicians 2013” and “Cash Kings 2013.”

Diddy spoke briefly on his work with Ciroc during an interview with Arsenio Hall this month and also encouraged those watching to drink responsibly.

“You have to drink responsibly, especially during the holidays and we want to do it in a classy way,” Diddy said. “And that’s why we’ve done the commercials that way. It’s not about overdoing it. It’s about being right in that pocket.”

With a retail price that begins at around $140 per bottle, DeLeon Tequila is described as “a premium luxury brand of 100% Puro de Agave Tequila” and is made in Guanajuato, Mexico.

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