The rapper and entrepreneur claimed that the company typecast his brands as 'urban' and favored other celebrity brands like George Clooney's Casamigos.
Sean "Diddy" Combs alleges that spirits giant Diageo racially discriminated against and neglected his vodka and tequila brands.
Diageo acquired Clooney's Casamigos in 2017 for $1 billion. It's the top-selling U.S. tequila brand, representing 12.6% of tequila sales in U.S. retail stores, according to data from Nielsen and consulting firm Bump Williams. According to court documents, in 2022, Don Julio was distributed in 36% of retail outlets, compared with 34.4% for Casamigos, and just 3.3% for Combs' DeLeon.
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Diddy Sues Diageo For Alleged Racist Neglect of His Tequila BrandDiddy's booze company claims a British alcoholic beverage company he's partnered with left him and his tequila for dead ... a move he alleges is steeped in racism.
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Diddy Claims Diageo Ditched His Tequila Brand and Discriminated Against HimDiddy called out alcoholic beverage company Diageo for labeling his tequila, DeLéon, as 'urban' and a 'Black brand,' citing an incident where the company's executive admitted race was one reason it was limiting distribution of the tequila.
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Diddy claims Diageo ditched his ‘urban’ tequila brand while pushing George Clooney’s: lawsuitCombs Wines and Spirits filed a complaint on Wednesday in New York State Supreme Court in Manhattan against Diageo’s North America-based office.
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Sean ‘Diddy’ Combs says in lawsuit that spirits giant Diageo neglected his vodka and tequila brandsRapper and entrepreneur Sean “Diddy” Combs is suing Diageo, saying the company didn’t make promised investments in his vodka and tequila brands and treated them as inferior “urban” products. The lawsuit was filed Wednesday with the New York Supreme Court in Manhattan. It claims Diageo starved Combs’ Ciroc vodka and DeLeon tequila brands of resources even as it showered attention on other celebrity brands, like actor George Clooney’s Casamigos tequila. Combs, who is Black, said Diageo leadership told him his race was one of the reasons it limited distribution of his brands to urban neighborhoods. Diageo denies Combs' allegations.
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Sean ‘Diddy’ Combs says in lawsuit that spirits giant Diageo neglected his vodka and tequila brandsRapper and entrepreneur Sean “Diddy” Combs is suing Diageo, saying the company didn’t make promised investments in his vodka and tequila brands and treated them as inferior “urban” products.
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Sean ‘Diddy’ Combs says in lawsuit that spirits giant Diageo neglected his vodka and tequila brandsRapper, producer and entrepreneur Sean “Diddy” Combs sued Diageo Wednesday, saying the spirits company didn’t make promised investments in his vodka and tequila brands and treated them as inferior “urban” products. The lawsuit, filed with the New York Supreme Court in Manhattan, says Diageo North America starved Combs’ Ciroc vodka and DeLeon tequila brands of resources even as it showered attention on other celebrity brands. Diageo bought actor George Clooney’s Casamigos tequila brand for $1 billion in 2017, for example.
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