In a strongly-worded lawsuit, Diddy says Diageo treated his DeLeon Tequila as a “Black brand” that could only be sold to “urban” consumers.
Sean"Diddy" Combs attends The 2023 Met Gala Celebrating"Karl Lagerfeld: A Line Of Beauty" at The Metropolitan Museum of Art on May 01, 2023 in New York City.is suing alcohol giant Diageo for allegedly breaching their partnership deal for a brand of tequila, leveling accusations of racism at the company and claiming it has treated his product line “worse than others because he is Black.
Combs claims the “unequal treatment” DeLeon has received from Diageo has left his brand lagging behind competing Diageo brands like Casamigos and Don Julio — and that the company then used those lower sales figures to offer even less support for the brand. “This is a business dispute, and we are saddened that Mr. Combs has chosen to recast this matter as anything other than that,” the company said. “Our steadfast commitment to diversity within our company and the communities we serve is something we take very seriously.
Among other alleged breaches, Combs claims Diageo violated that provision by placing DeLeon in “far fewer outlets than its other tequila brands” and failing to produce enough of it to keep store shelves stocked.
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