12/18/2012 05:36 pm ET Updated Dec 20, 2012

Shaq Vodka Brand, Luv Shaq, To Compete With Diddy's Ciroc

Larger-than-life former NBA star Shaquille O'Neal has announced plans to release his own line of vodkas, the New York Post reports.

The brand, called "Luv Shaq" for perhaps no other reason than it sounds awesome, will hit liquor store counters early next year, according to the report, and will be athlete-friendly (sugar- and gluten-free).

The new coconut-flavored liquor will be produced by Devotion Vodka. Company founder Drew Adelman said it will directly compete with Sean "Diddy" Combs' Ciroc vodka, but at a "more competitive price."

Combs and his Blue Flame Agency recently renewed rapper Rick Ross' contract to continue endorsing the popular Ciroc, according to Hip Hop Wired.

Other famous celebrity liquor brands include rocker Marilyn Manson's Mansinthe line of absinthe, porn star Ron Jeremy's Ron de Jeremy ("THE adult rum") and actor Dan Aykroyd's Crystal Head Vodka.