Sean Combs is suing Diageo for racism and endorsement of white celebrity brands

Sean Combs, also known as Puff Daddy or Diddy, is the co-owner of the DeLeon tequila brand. Photo: INVISION

American rapper and entrepreneur Sean «Diddy» Combs is suing British alcoholic beverage manufacturer Diageo for racism and deliberate preference for brands owned by George Clooney and Ryan Reynolds. the upscale spirits he endorses that have been «typed» as «black brands» that should only be sold to «urban» consumers.

Combs co-owns the DeLeon tequila brand with Diageo and is a partner in the Ciroc vodka brand.< /p>

At the same time, the beverage company invested resources in Casamigos, a Clooney-backed tequila brand, and Aviation Gin, owned by Reynolds, the lawsuit says.

The multinational corporation proclaimed itself a «diversity leader». , while in reality it «put its feet on the necks of Mr. Combs' brands,» according to the New York Supreme Court filing.

The wording may be an oblique reference to the murder of George Floyd. murdered by a white police officer in Minneapolis in 2020.

Music mogul seeks court order for Diageo «to ensure equal treatment» she «promised under contract».

His company Combs Wines and Spirits also plans to seek billions of dollars in damages in a separate lawsuit. .

Amal and George Clooney, who support the Casamigos brand. Photo: GETTY IMAGES

Diageo «categorically» denies the allegations.

«This is a business dispute and we are saddened that Mr. Combs chose to reformulate this matter as something else,» the company said.

“Our unwavering commitment to diversity within our company and the communities we serve is something we take very seriously.”

Over 15 years of partnership, Combs claims to have raised a number of issues, including products that are constantly out of stock, tiny distribution area, bad redesign and confusing price changes.

The rapper, known by the names Puff Daddy, P Diddy and Diddy, has an extensive business portfolio that includes fashion, spirits, media, and cannabis.

He made a deal to develop Diageo Ciroc vodka. in 2007. He took over the brand's strategic marketing and helped develop new Ciroc products. After the deal, the brand's sales skyrocketed.

In 2014, he announced a joint venture with Diageo to buy DeLeon's obscure «ultra-premium» tequila. His most expensive offerings can cost upwards of $1,000 a bottle.

Diageo later bought two other tequila brands, Don Julio and Casamigo.

Combs' lawsuit alleges that Diageo «virtually abandoned DeLeon» while his focus was allegedly on Casamigos, Aviation Gin and Ketel One vodka.

According to the legal action, a top Diageo executive «acknowledged the company's racist overtones in 2019» when he acknowledged that «the race was part of the reason Diageo restricted the areas where Combs brands were sold.

«If Mr. Combs had been 'Martha Stewart', [the executive] said, things would have been different.»< /p>