Beverage company Diageo has severed its relationship with rapper and music producer Sean “Diddy” Combs after he filed a lawsuit against the spirits maker alleging racist handling of his liquor brands.
The lawsuit, filed with the New York Supreme Court in Manhattan last month, claims Diageo North America “starved” Combs’ Cîroc vodka and DeLeón tequila brands of resources, depriving them of the same attention showered on brands linked with White celebrities.
Combs, who is Black, said Diageo leaders acknowledged that his race played a role in its decision to limit distribution of his brands to “urban” neighborhoods, stunting sales growth as a result, the lawsuit states.
Diageo has denied the accusations and called Combs’ suit a “sham action.”
The spirits giant on Tuesday filed legal documents calling for a New York judge to dismiss Combs’ suit. In its legal filings, Diageo labels the artist’s claims as “false and reckless” and accuses him of filing the lawsuit “in an effort to extract additional billions” from the company.
