Diddy Files Lawsuit Against Diageo Accusing them of Racism

Diddy has just filed a lawsuit against the company that is distributing his DeLeon Tequila and Ciroc brands stating that racism is the cause of his action.

According to Bloomberg Law, Sean “Diddy” Combs’ company, Combs Wine and Spirits, filed a lawsuit against Diageo North America Inc., the company that distributes its brand liquor brands. He has stated that the company doesn’t treat the Black-owned brands in the same way they support brands that are not Black-owned.

The lawsuit was filed Wednesday in New York State court accusing Diageo of not being honest about the diversity efforts. He also claims that the company “kneecapped” the liquor products that are backed by Combs, which it had “typecasted” as “Black brands” that should only be marketed to “urban” (code: black) consumers.

In the legal paperwork, a Diageo company executive “acknowledged the company’s racist undertones in 2019″ when he stated that “race was part of the reason Diageo limited the neighborhoods where the Combs brands were distributed.”

“In a business where production, distribution, and sales are the pillars of success,” Diageo and its leaders “have put their feet on the neck of Mr. Combs’ brands” by starving them of resources, the suit says. “Contracts matter more than press releases.”

The hip-hop business mogul will be seeking billions in damages “in a proceeding not before this court,” according to the complaint.

TMZ reported that Diddy has complained that Diageo has refused to properly market and invest in DeLeon for the past several years while placing more attention and resources on other tequila brands like Don Julio or George Clooney’s Casamigos.

Among his complaints, Diddy alleges that the company has been neglectful towards his brand. DeLeon has repeatedly been out of stock at retailers across the country, including larger markets like California and New York.

He wants the same fair treatment other brands under the Diageo umbrella are receiving.