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Diddy Files Racial Discrimination Lawsuit Against Liquor Company

June 6, 2023 | By Kali Girl

Sean “Diddy” Combs has filed a lawsuit against Diageo, accusing the liquor company of racial discrimination by not giving proper promotion to his Ciroc and DeLeon brands, reports PEOPLE.

Combs Wines and Spirits LLC, in a complaint obtained by PEOPLE, stated that Diageo, a multi-billion dollar publicly-traded spirits company, labeled Ciroc and DeLeon as “Black brands” intended solely for “urban” consumers. Combs’ legal team also claimed that Diageo has given more extensive promotion to their brands such as Don Julio and Casamigos.

His lawyers claimed that “it was Diageo that kneecapped DeLeon’s sales growth for nearly a decade and now says that, because DeLeon has not yet reached the same sales levels as competing brands Casamigos and Don Julio, Diageo need not provide it with the same scale support.”

In 2007, Combs joined forces with Diageo, catapulting Ciroc’s sales by a staggering 3,000%, according to the complaint. Their collaboration continued in 2013 when they ventured into the acquisition, promotion, and distribution of “DeLeon Tequila,” however, concerning promotion, Combs’ team wrote that “Diageo consistently fell short of its commitments.”

Combs’ legal team claimed that a company executive openly recognized Combs’ race as a factor hindering DeLeon’s progress, stating if “he were ‘Martha Stewart,’ his brands would be more widespread.”

A spokesperson for Diageo tells PEOPLE 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 steadfast commitment to diversity within our company and the communities we serve is something we take very seriously. We categorically deny the allegations that have been made and will vigorously defend ourselves in the appropriate forum.”

Representatives for Combs declined to comment on the case.

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