Diddy Sues Co-Owner of His Tequila Brand for Racial Discrimination

Diddy Sues Co-Owner of His Tequila Brand , for Racial Discrimination.

Spirits company Diageo is being sued by the rapper for allegedly failing to market his tequila, DeLeón, as much as it markets other white-owned brands.

Spirits company Diageo is being sued by the rapper for allegedly failing to market his tequila, DeLeón, as much as it markets other white-owned brands.

The lawsuit, which was filed on May 31, alleges that Diageo "kneecapped DeLeón’s sales growth for nearly a decade" because it was only marketed to "urban customers.".

Diddy, real name Sean Combs, also asserts that his vodka brand, Ciroc, was treated similarly.

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In a business where production, distribution and sales are the pillars of success, Ciroc and DeLeón have been starved of resources for all three, Via lawsuit.

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, Via lawsuit.

According to Diddy, a Diageo executive once told him that if he was Martha Stewart "his brands would be more widespread.".

Diageo denies any wrongdoing.

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For more than 15 years, we’ve had a productive and mutually beneficial relationship with Combs on various business ventures, making significant investments that have resulted in financial success for all involved, Diageo spokesperson, via statement.

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, Diageo spokesperson, via statement.

CNN reports that Diddy "intends to seek billions of dollars in damages due to Diageo's neglect and breaches."