Newly-unsealed details in the rapper/entrepreneur’s lawsuit include further allegations of disinvestment in his DeLeon tequila — decisions he claims were tinged with racism.
Combs’ lawsuit against Diageo was filed in May. But many details, including the 2021 agreement, were redacted at the time. On Wednesday, those details were released after JudgeCombs says Diageo’s treatment of DeLeon worsened after it bought two competing tequila brands: Don Julio in 2014 and Casamigos in 2017. Combs, who is Black, says Diageo positioned his tequila as an inferior “urban” brand and limited its distribution.
The newly public documents detail what Combs says was Diageo’s repeated disinvestment in DeLeon. As of last year, DeLeon was distributed in 3% of possible outlets, for example, while Don Julio was in 36%. DeLeon has been listed as “out of stock” in major markets at least ten times in the past year, the lawsuit says.
Combs claims Diageo’s decisions were often tinged with racism. He says he was adamant that DeLeon not offer flavored versions until customers had more time to learn about the brand. But Diageo went ahead and developed a watermelon flavor, even though Combs had previously warned the company to be careful about the racist history and negative connotations with watermelon in brands aimed at Black consumers.
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