Most rappers are content to endorse soft drinks or alcohol. But not the ever entrepreneurial P. Diddy. In his never-ending quest to be the king of all media, Puff has announced plans to launch a line of branded alcoholic beverages called Diddy Drinks, according to his spokesperson.

There's no firm date for the debut of the Drinks — based on fruity concoctions the hip-hop mogul mixes at his legendary parties (see "Jay-Z, Busta, Vince Vaughn Party Into The Morning With Diddy" ) — but in an interview that ran on Sunday in the London Sunday Telegraph, Diddy said, "I'm not just a talker," in response to a question on whether he was serious about the plan.