Combs Claims His Liquor Brands Were Treated as Inferior “Urban” Products
Sean “Diddy” Combs, the renowned rapper and entrepreneur, has filed a lawsuit against Diageo, the spirits company behind major brands like Casamigos and Guinness, accusing the company of racial discrimination in its handling of his liquor brands. The lawsuit, filed in New York Supreme Court, alleges that Diageo failed to make promised investments in Combs’ Ciroc vodka and DeLeon tequila brands, treating them as inferior products aimed at urban consumers while focusing resources on other high-profile celebrity brands.
Combs, who is Black, claims that Diageo’s leadership specifically told him that his race was a factor in the limited distribution of his brands. He also alleges that some company executives resented his success and the profits he generated. The lawsuit highlights that while Diageo publicly promotes diversity and inclusion, the company’s actions did not align with these statements.
One of the key points in Combs’ case is the contrasting treatment his brands received compared to George Clooney’s Casamigos tequila, which Diageo acquired for $1 billion in 2017. The lawsuit suggests that Diageo’s focus on the Clooney brand highlights the disparity in how different celebrity-owned liquor brands were managed.
In response, Diageo has denied the allegations, calling the lawsuit a business dispute rather than an issue of racial discrimination. The company emphasized that it respects Combs as an artist and entrepreneur but firmly stated that the allegations lack merit and that they had treated him fairly throughout their partnership.
Combs’ lawsuit seeks billions of dollars in damages and represents a significant legal challenge for Diageo. His claims have sparked broader discussions about race and inclusion within corporate structures, especially in industries with high-profile celebrity endorsements.