Sean “Diddy” Combs is taking legal action against Diageo, claiming that the global spirits company didn’t make the necessary investments in his vodka and tequila brands and treated them as inferior “urban” products. According to the lawsuit filed in the New York Supreme Court, Diageo North America allegedly withheld resources from Combs’ Ciroc and DeLeon brands while lavishing attention on other celebrity brands, such as George Clooney’s Casamigos tequila, which was purchased for $1 billion in 2017.
Combs, who is black, claims that Diageo executives informed him that his race was one of the reasons for limiting sales to urban neighbourhoods. Additionally, there were allegedly complaints from Diageo’s leadership that Combs was making too much money. The lawsuit says, “Diageo may include images of its black partners in advertising and press releases, but the words only provide the illusion of inclusion.”
The relationship between Combs and Diageo dates back to 2007, when the British firm — which owns more than 200 brands, such as Guinness beer and Tanqueray gin — reached out to Combs for the Ciroc project. Diageo has denied all allegations of racism, saying in a statement, “This is a business dispute, and we are saddened that Mr Combs has chosen to recast this matter as anything other than that.” Combs is now seeking billions of dollars in damages from Diageo in further legal proceedings.
