Beverage boss M.J. Silver has declared war on Sean Combs over disparaging comments that the rap mogul made about rival vodka brands.

Combs, who has a 50 per cent share in French vodka label Ciroc, told revellers at a party he hosted in New York earlier this month, "If you're not drinking Ciroc vodka, then you're drinking pee pee."

The remark outraged vodka tycoon Silver, who owns Georgi Argent, and he has called for vodka aficionados to protest Combs.

A press conference will take place in Times Square this Thursday afternoon on March 28 and Silver plans to recruit people to rally against the singer's opinion. Silver and a group of protesters will show up outside Combs' New York offices demanding an apology, reports AllHipHop.com.

A statement from the vodka wars coalition reads, "They will be putting litres of Ciroc into a large toilet bowl and having it delivered to Diddy's offices near Times Square."