Chris Noth loses deal to sell tequila line amid sexual assault allegations

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Chris Noth attends IFC, Cinema Society hosts screening of “Three Christs”

Michael Loccisano / WireImage Chris Noth

A deal to buy Sex and the City star Chris Noth’s brand of tequila was reached after allegations of sexual assault against the star surfaced this month.

Four women presented allegations against Noth, who played the role of Mr. Big on the television show. Noth has denied the allegations, a rep for the actor told PEOPLE on Friday: “He has crossed and would never cross that line.”

According to the New York Post, Noth’s tequila brand, Ambhar, was set to be bought for $ 12 million by beverage company Entertainment Arts Research.

In a statement to the Post, managing director Bernard Rubin said: “We thought it would be in our best interests to withdraw from the transaction.”

The Post added that on Friday, just a day after the first allegations were made public, Rubin called Noth to inform him that the deal was being canceled.

RELATED: LAPD ‘Researching Nature of Report’ Sexual Assault Allegations Against Chris Noth: Spokesman

“It would have been disastrous for us,” Rubin said by the Post.

The deal between Noth and Entertainment Arts Research was originally struck in August and is expected to be finalized this week.

A representative from Noth told PEOPLE: “No definitive agreement has ever been signed.”

PEOPLE has contacted Entertainment Arts Research for comment and had no response at the time of posting.

Following the allegations against Noth, exercise company Peloton released an advertisement featuring him. Noth and his art agency have also gone their separate ways.

The latest allegations against Noth arrived on Friday. In a report published by the Daily Beast, a woman who wished to remain anonymous but used the pseudonym Ava, told the outlet that the actor sexually assaulted her while working at a New York restaurant in 2010. According to the media, she was 18 at the time.

The actor denied the woman’s account.

“The story is a complete fabrication, and the allegedly detailed accounts throughout read like bad fiction,” a Noth representative told PEOPLE on Friday. “As Chris said yesterday, he has crossed and will never cross that line.”

The story continues

RELATED: Zoe Lister-Jones Accuses Chris Noth of ‘Sexually Inappropriate’ Behavior, of Being Drunk on TV Set

Earlier in the week, two women presented sexual assault allegations against the And Just Like That… actor – one incident reportedly occurred in Los Angeles in 2004 and the other in New York City in 2015, detailed in one report released by The Hollywood Reporter on Thursday.

Noth argued that the meetings were “consensual”.

Actress Zoe Lister-Jones also claimed that Noth was drunk on the set of Law & Order and acted inappropriately towards women at a New York nightclub he owned. Lister-Jones made the accusations in a lengthy Instagram post, which she shared on Thursday.

Contacted by PEOPLE, a representative for Noth declined to comment on Lister-Jones’ allegations.

If you or someone you know has been sexually assaulted, please contact the National Sexual Assault Hotline at 1-800-656-HOPE (4673) or go to rainn.org.

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