Music titan and business virtuoso, Sean “Diddy” Combs, has launched legal proceedings against alcohol powerhouse Diageo, accusing the conglomerate of neglecting his Ciroc vodka and DeLeon tequila brands, categorizing them as “urban” products.
Legal documents filed on Wednesday, made available by Rolling Stone, reveal that Combs’ representatives have charged Diageo and its management with smothering the growth of his brands. The lawsuit reads, “In an industry where production, distribution, and sales form the foundation of success, Ciroc and DeLeon have been deprived of resources in all three aspects.” It further claims that Diageo invested in and broadened its other labels — including the rival Don Julio tequila it purchased in 2015, and George Clooney’s Casamigos tequila acquired in 2017 — leaving Combs’ brands to stagnate.
Combs, who is African American, also stated that Diageo’s Head of Reserve and New Business, Stephen Rust, “openly recognized the company’s racist undertones in 2019,” and conveyed to Combs that some of the company’s executives “harbored resentment towards him for his high earnings.” The lawsuit further asserts that Rust confessed that Combs’ racial identity was “a factor in Diageo limiting the distribution regions for the Combs brands.”
The legal documents allege that Diageo demonstrated an “unwillingness to accord equal treatment to its Black partners—despite explicit contractual obligations to do so,” and Combs is set to “pursue billions of dollars in damages resulting from Diageo’s neglect and contractual breaches.”
“Diageo’s pretense of advocating diversity and equality benefits its business, but it is a farce,” the lawsuit says. “While Diageo might prominently feature its Black partners in promotional materials and press announcements, its rhetoric merely creates an illusion of inclusivity.”
In response to the charges, a Diageo spokesperson refuted the accusations to Rolling Stone, saying, “For over 15 years, we have maintained a mutually profitable relationship with Mr. Combs across various business collaborations, making significant investments that have culminated in financial triumph for all parties,” the company said. “While we admire Mr. Combs as a performer and entrepreneur, his allegations lack substance, and we are confident that the evidence will prove he has been treated justly.”
Combs’ association with Diageo dates back to 2007, when the international beverage giant enlisted the mogul to spearhead Ciroc’s marketing efforts, effectively propelling the brand into a household name.
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