Sean “Diddy” Combs has accused alcohol large Diageo of racial discrimination in a brand new lawsuit, which claims the spirits firm uncared for his DeLeón tequila model in favour of George Clooney’s Casamigos.
In the lawsuit, which was filed in New York on Wednesday (30 May), attorneys for the American rapper’s Combs Wines and Spirits alleged that the London-based liquor firm had “typecast” DeLeón tequila as a “Black brand” and marketed it to solely “urban” clients.
“Rather than equal treatment, Diageo has treated Mr Combs and his brands worse than others because he is Black,” the lawsuit claimed. “Diageo has typecast Ciroc and DeLeón, apparently deciding they are ‘Black brands’ that should be targeted only to ‘urban’ consumers.”
As tequila gross sales have grown within the United States lately, Combs claimed that DeLeón hasn’t benefited from the identical development as different tequilas, like George Clooney-founded Casamigos, which was acquired by Diageo in 2017.
In addition to DeLeón, Combs additionally alleged that Diageo uncared for advertising and marketing for Cîroc, the vodka model he co-owns with the corporate. Combs claimed that following Diageo’s acquisition of Casamigos, the corporate “effectively abandoned” his manufacturers.
“In a business where production, distribution, and sales are the pillars of success, Cîroc and DeLeón have been starved of resources for all three,” the lawsuit learn. “While Diageo invested in and expanded its other brands — many of which were acquired after Ciroc and DeLeón — Mr Combs’ brands were allowed to wither.”
The lawsuit additionally described an alleged incident during which Diageo government Stephen Rust instructed Combs that race was one of many explanation why Diageo had restricted its distribution. In their change, Rust allegedly mentioned that if Combs had been Martha Stewart, “things would be different,” in response to the court docket submitting.
In an announcement to The Independent, Diageo denied the allegations of racial discrimination: “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,” a spokesperson mentioned. “For more than 15 years, we’ve had a productive and mutually beneficial relationship with Mr Combs on various business ventures, making significant investments that have resulted in financial success for all involved.
“We are disappointed our efforts to resolve this business dispute amicably have been ignored and that Mr Combs has chosen to damage a productive and valued partnership. While we respect Mr Combs as an artist and entrepreneur, his allegations lack merit, and we are confident the facts will show that he has been treated fairly.”
The music mogul entered a partnership with Diageo to develop their Cîroc vodka model in 2007 as a part of an “equal-share venture” with income break up between Combs and Diageo. In 2013, they shaped one other three way partnership to buy DeLeón.
Tequila and mezcal gross sales reached a report $6 billion within the US in 2022, in response to the Distilled Spirits Council of the United States. Jose Cuervo, Patrón, Don Julio, and Casamigos proceed to be a number of the top-selling tequila manufacturers within the US.
The Independent has contacted representatives for Sean “Diddy” Combs for remark.
Source: www.impartial.co.uk