And the rich get richer.  Sean “Diddy” Combs continues to elevate his Ciroc brand, which has been named the official vodka of the 2013 Sundance Film Festival.

Ciroc which is produced and distributed by drinks company Diageo will be featured at all of the official events that take place during the popular film festival. The production method used for the vodka includes “snap frost” grapes; Mauzac Blanc from the Gaillac region of France, and Ugni Blanc from the Cognac region. The juice extracted from these grapes is then fermented and bottled for your drinking pleasure. Since the product is distilled at 96% and is not aged, it fulfills the qualities of a vodka rather than wine.

Here is what Diddy has to say about the partnership:

We are very excited to join the Sundance Film Festival and the Sundance Channel in celebrating the spirit and creativity of independent film and filmmakers. Encouraging the creation of art is important to me. I love to see independent filmmakers bring new and innovative platforms to our culture. It’s inspiring.

The 2013 Sundance Film Festival, kicked off yesterday (January 17th), in Park City, Utah.