Sean “Diddy” Combs sues beverage giant Diageo for ‘illusion of inclusion’ | Ents & Arts News

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The beverage giant says it is “saddened” by Combs’ actions and his “allegations lack merit.”

Wed May 31 2023 23:11 UK

Sean Didi Combs is suing Diageo, accusing the beverage giant of neglecting its brands of vodka and tequila as inferior “urban” products.

The lawsuit, filed in New York Supreme Court in Manhattan, alleges that Diageo North America deprived Combs of resources from Ciroc vodka and DeLeon tequila while drawing attention to other popular brands.

Combs, who is black, alleged that Diageo’s leadership told him his race was one of the reasons his distribution to urban neighborhoods was limited.

According to the legal proceeding, the American rapper, producer and businessman was also told that some of Diageo’s company leaders resented him for making too much money.

“Hiding itself in the language of diversity and equality is good for Diageo’s business, but it is a lie,” the suit said.

“While Diageo may conspicuously include images of its black partners in advertising materials and press releases, its words provide nothing but the illusion of inclusion.”

Combs’ relationship with Diageo dates back to 2007, when the company approached him about Ciroc.

The London-based company owns more than 200 brands including Guinness Stout and Tanqueray Gin.

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Diageo denied allegations of racism. “This is a commercial dispute, and we are saddened that Mr. Combs has chosen to restate this as anything but that,” she said in a statement.

“While we respect Mr. Combs as an artist and businessman, his allegations lack merit, and we trust that the facts will show that he was treated fairly.”

In the suit, Combs, 53, said he plans to seek billions of dollars in damages in further legal action against Diageo.

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