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Diddy Alleges Racial Bias: Diageo’s Neglect of Tequila Brand

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Diddy Files Lawsuit

Rapper Sean Combs, widely known as Diddy, has filed a lawsuit against drinks giant Diageo, accusing them of breaching the terms of their business partnership and neglecting their jointly-owned tequila brand, DeLeon Tequila. Diddy alleges that this neglect was driven by racial bias due to his black identity.

Claims of Unequal Support

In the complaint filed in New York, Diddy claims that Diageo invested in competing brands while failing to provide the same level of support to DeLeon Tequila. He further asserts that the company restricted the distribution of the brand to predominantly “urban” neighborhoods, further exacerbating the disparity in exposure.

Denial and Commitment to Diversity

Diageo has vehemently denied these allegations and asserts that it will vigorously defend itself against the claims. The company emphasizes its unwavering commitment to diversity within its organization and the communities it serves, stating that it takes this commitment seriously.

A Partnership Background

The legal dispute comes after years of collaboration between Diageo, a UK-based company renowned for brands like Johnnie Walker, Guinness, and Tanqueray, and Diddy, who rose to fame as a music executive and rapper in the 1990s.

Their partnership initially began in 2007 when Diageo sought Diddy’s assistance in marketing their Ciroc vodka. Subsequently, they jointly acquired DeLeon Tequila in 2013.

Alleged Pattern of Racial Bias

Diddy’s complaint not only focuses on the specific allegations against Diageo but also points to a pattern of racial bias within the company’s dealings with other black business partners. This broader context strengthens Diddy’s argument that his treatment by Diageo was influenced by racial prejudices rather than purely business considerations.

Legal Action and Damage Claims

In response to the alleged racial bias, Diddy’s company, Combs Wines & Spirits, has indicated its intention to pursue separate legal action seeking billions of dollars in damages. They have requested that the court order Diageo to fulfill the contractual promise of equal treatment.

Diageo expresses disappointment at the breakdown of their relationship and maintains that the allegations lack merit, emphasizing the successful nature of their partnership over the years.


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