Aside from being a rapper, actor, producer, and record executive, Diddy is also a proud owner of the liquor brands DeLeon and Ciroc.
However, Diddy has faced a major setback with his liquor brands, and he points the finger at his business partner liquor giant Diageo for neglect.
According to reports, the rapper is suing Diageo for racial discrimination which resulted in the company neglecting DeLeon and Ciroc, as per the complaint which was filed on May 31.
Diddy's company, Combs Wines and Spirits LLC, alleged that Diageo marketed the liquor brands to "urban" consumers because they saw them as "Black brands."
'Black Brand'
The rapper's legal team also claimed that "it was Diageo that kneecapped DeLeon's sales growth for nearly a decade and now says that, because DeLeon has not yet reached the same sales levels as competing brands Casamigos and Don Julio, Diageo need not provide it with the same scale support."
On top of that, Diddy's lawyers also note that had the brand been owned by someone like Martha Stewart, Diageo would pay more attention and marketed the liquor better.
Additionally, the complaint also alleged that the company neglected Diddy's brand in favor of Casamigos, which is owned by George Clooney.
Despite the numerous attempts to refurbish the brand, Diddy still insists that Diageo "sabotaged" DeLeon, in particular, by making the product "look cheap."
Diageo Denies
The liquor giant promptly responded to the accusations hurled at them about racial discrimination that led to neglect.
"This is a business dispute, and we are saddened that Mr. Combs has chosen to recast this matter as anything other than that," a spokesperson for the company said.
"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."
However, according to court documents, Diageo distributed other brands like Don Julio in 36% of retail outlets and Casamigos in 34.4%, while Diddy's DeLeon was only distributed in 3.3% of retail outlets.
At the end of the day, Diddy and his legal team are seeking a court order for "equal treatment" from the company, as well as "billions of dollars in damages due to Diageo's neglect and breaches."
