Anyone who says Diddy owns ciroc is saying the distribution is through Diageo. That's how distribution deals work. It doesn't mean you don't have ownership in the brand.
He needs to find a new distributor now, and what I'm assuming is manufacturing because he put so little money up front. Maybe the original creators manufacture. I don't know the specifics of the deal, but once he has that distribution again can sell to General Warehouse, Binny's, Liquor Emporium, Walmart, Target again. The problem is it's probably going to be even more unfavorable because he or his company is going to have to reestablish those distribution channels. That doesn't mean he doesn't own it. He just doesn't have the avenues to sell it again.
It's like this...you can make a movie...but if you don't have the relationships with AMC, Regal, Marcus Theatres, Movie Tavern, Netflix, Amazon, Red Box...it doesn't matter if you own 50% or 100%...you have no way to get it to the general public. That's what sounds like is happening here.