Diddy says Diageo neglected his tequila due to race

Diddy says Diageo neglected his tequila due to race

Because he is black, the rapper Sean Combs, better known as Diddy, has accused the beverage conglomerate Diageo of violating the terms of their business partnership and neglecting the tequila brand they jointly purchased.

He claimed in a New York complaint that the business invested in other brands while not supporting DeLeon Tequila.

Additionally, he asserted that Diageo restricted the drinks’ distribution to “urban” areas.

Diageo denied the claims and promised to “vigorously” defend itself.

A company spokesman said 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.”

“Our undaunted obligation to variety inside our organization and the networks we serve is something we view extremely in a serious way.”

The claim comes following quite a while of organization between UK-based Diageo and Mr Brushes, who rose to distinction as a music chief and rapper during the 1990s prior to spreading out into acting and other undertakings.

Diageo, proprietor of brands, for example, Johnnie Walker, Guinness and Tanqueray, moved toward him to assist with advertising the organization’s Ciroc vodka in 2007.

They bought DeLeon Tequila in 2013 together, but the complaint said that Diageo missed its distribution, investment, and brand positioning commitments quickly.

Combs Wines & Spirits, Mr. Combs’ business, stated that there was a pattern of “racial typecasting,” citing disagreements Diageo has had with other black partners in business.

“This case is certainly not a customary agreement question in which a party decides to ignore its legally binding commitments because of eagerness and benefit,” the firm said in the recording.

“Rather, Diageo’s treatment of its business relationship with Mr. Combs was tainted by racial prejudices,” the company said. “This is similar to the realities experienced by many people of color in the United States.”

The claim refers to a 2019 discussion in which a Diageo leader purportedly said Mr Brushes’ brands would be more far reaching had he been “Martha Stewart”, among different choices.

The DeLeon brand is likewise as of now sold in under 4% of potential outlets contrasted and in excess of a third for Diageo’s contending Casamigos and Wear Julio tequilas, the protest said.

Combs Wine & Spirits asserted that despite being confronted numerous times regarding the issues, Diageo failed to rectify the situation.

It stated that Mr. Combs has asked the court to order the company to “provide the equal treatment that it has contractually promised” and that he intends to file separate legal action for billions of dollars in damages.

Diaego expressed disappointment that “Mr. Combs has chosen to damage a productive and valued partnership” and that “our efforts to resolve this business dispute amicably have been ignored.”

The company stated, “We’ve had a productive and mutually beneficial relationship with Mr. Combs on various business ventures for more than 15 years, making significant investments that have resulted in financial success for all involved.”

“We are confident that the facts will demonstrate that Mr. Combs has been treated fairly, and while we respect Mr. Combs as an artist and entrepreneur, his allegations lack merit.


Diddy, whose real name is Sean Combs, is an American rapper, record producer, entrepreneur, and actor. He was born on November 4, 1969, in Harlem, New York City. Diddy has made significant contributions to the music industry and has been a prominent figure in hip-hop for several decades.

In the early 1990s, Diddy worked as a talent director at Uptown Records and helped launch the careers of artists like Mary J. Blige and Jodeci. In 1993, he established his own record label, Bad Boy Entertainment, which became highly successful and produced artists such as The Notorious B.I.G., Faith Evans, and Mase.

Diddy’s solo music career took off in the late 1990s with the release of his debut album, “No Way Out” (1997), which featured hit songs like “I’ll Be Missing You” and “Can’t Nobody Hold Me Down.” He has since released several successful albums, including “Forever” (1999), “The Saga Continues…” (2001), and “Press Play” (2006).

Apart from his music endeavors, Diddy is known for his business ventures. He has founded several companies, including Sean John, a clothing line; Ciroc Vodka, a brand of premium vodka; and Revolt TV, a music-oriented digital cable television network. Diddy’s entrepreneurial success has made him one of the wealthiest figures in the entertainment industry.

Throughout his career, Diddy has received numerous accolades, including three Grammy Awards and two MTV Video Music Awards. He has also been involved in philanthropy and activism, particularly in the areas of education and healthcare.

It’s important to note that my knowledge cutoff is in September 2021, so any recent developments or projects involving Diddy beyond that date may not be included in my response.

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