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Diddy -- An Absolut Schmuck?

5/22/2008 2:37 PM PDT BY TMZ STAFF

So everyone knows that Diddy is the new $100 mil brand-builder (don't say spokesman!) for Ciroc vodka -- but a source tells TMZ that the folks who make Ciroc are pissed that he's still quaffing 1800 Tequila like water.

Puff stands to make a fortune from his multi-year Ciroc deal, but the man does love his 1800 -- we hear he's been ordering it everywhere from Nobu to Prive, and Ciroc's parent Diageo -- who paid him to pump out the hooch -- isn't happy.

Neither P.'s peeps nor a Diageo rep got back to us with comment.

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