Diddy Files Lawsuit Against Liquor Giant Diageo For ‘Typecasting’ DeLeon Tequila

Published on June 1, 2023
Diddy has filed a lawsuit against the company distributing his DeLeon Tequila and Ciroc brands, stating that racism is the cause of his action. According to Bloomberg Law, Sean “Diddy” Combs’ company, Combs Wine and Spirits, filed a lawsuit against Diageo North America Inc. He said the company doesn’t treat Black-owned brands the same way it supports brands that are not Black-owned.
The lawsuit filed in New York State court accuses Diageo of not being honest about its diversity efforts. He also claims the company “kneecapped” the liquor products backed by Combs, which it had “type casted” as “Black brands” that should only be marketed to “urban” (code: Black) consumers.
In the legal paperwork, a Diageo company executive “acknowledged the company’s racist undertones in 2019” when he said that “race was part of the reason Diageo limited the neighborhoods where the Combs brands were distributed.”

“In a business where production, distribution, and sales are the pillars of success,” Diageo and its leaders “have put their feet on the neck of Mr. Combs’ brands” by starving them of resources, the suit says. “Contracts matter more than press releases.”

The hip-hop business mogul is seeking billions in damages “in a proceeding not before this court,” according to the complaint.

TMZ reported that Diddy has complained that Diageo has refused to properly market and invest in DeLeon for the past several years while focusing more on other tequila brands like Don Julio or George Clooney’s Casamigos.

Among his complaints, Diddy alleges the company has been neglectful toward his brand. DeLeon has repeatedly been out of stock at retailers nationwide, including larger markets like California and New York.

He wants the same treatment other brands under the Diageo umbrella are receiving. This action comes on the heels of Diddy launching Diddy Direct for consumers and retailers to access the Ciroc and DeLeon brands.
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