Diddy’s alcohol company, Combs Wine and Spirits, is suing their partner Diageo for alleged neglect founded on racist assumptions. The company claims that Diageo failed to properly market or invest in Diddy’s booze brands, Ciroc and DeLeon. His legal team believes that the neglect could be rooted in racism, claiming “Diageo has typecasted Ciroc and DeLeon, apparently deciding they are ‘Black brands’ that should be targeted only to ‘urban’ consumers.”
The artist’s legal team went on to claim that Diageo “put their feet on the neck of Mr Combs’ brands.” Also adding that the company was “choking off production, distribution and sales” of Ciroc and DeLeon. They want Diageo “to provide the equal treatment” that the company “contractually promised.” Diddy’s alcohol LLC also revealed plans to purse another lawsuit against the company, where they will seek “billions of dollars in damages due to Diageo’s neglect and breaches.”
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Diageo Denies Diddy’s Claims
“Diageo – a multi-billion dollar, publicly-traded spirits company – proclaims itself a leader in diversity and inclusion,” the filing also reads. Diddy’s team calls this proclamation “a lie.” Court documents reveal that president of reserve and new business at Diegeo, Stephen Rust, also allegedly told Diddy directly about racism within the company. According to the filings, “some within Diageo’s leadership resented [Diddy] for making too much money.” Diddy’s team also accused Rust of “[admitting] that Mr Combs’ race was part of the reason Diageo limited the neighborhoods where the Combs brands were distributed. If Mr Combs were ‘Martha Stewart’, Mr Rust said, things would be different.”
A Diageo spokesperson later shared a statement regarding the allegations. “Our steadfast commitment to diversity within our company and the communities we serve is something we take very seriously,” they began. “We categorically deny the allegations that have been made and will vigorously defend ourselves in the appropriate forum.” The spokesperson later said, “This is a business dispute.” Adding that Diageo is “saddened that Mr Combs has chosen to recast this matter as anything other than that.”
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