Multinational alcoholic beverages company, Diageo, has announced its decision to reach an agreement with business mogul, Sean “Diddy” Combs, following a legal dispute.
Per previous reports, Combs accused Diageo of racial discrimination and neglect of his DeLeón brand.
Combs filed a lawsuit in May 2023 against the company in the New York Supreme Court, and claimed that the company has neglected the spirits under their joint control, specifically Ciroc and DeLeón. He argued that the company had not provided the same level of marketing and promotion to Ciroc and DeLeón as it had to other brands in its portfolio.
Diddy added that the company had undermined the business by marketing Ciroc and DeLeón as “urban” rather than appealing to the general market.
Responding to the lawsuit, Diageo filed a motion to dismiss the case the following month and stated that it would no longer work with Combs. The company argued that Combs had failed to fulfill his obligations as agreed upon in their previous agreements.
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Diageo, known for distributing renowned liquor brands such as Johnnie Walker and Captain Morgan, defended its marketing strategies and denied any allegations of racial discrimination.
Despite the initial tension between the two parties, Diageo and Sean “Diddy” Combs, have now reached an agreement.
A statement released on January 16, 2024, read: “Sean Combs and Diageo have now agreed to resolve all disputes between them. Mr. Combs has withdrawn all of his allegations about Diageo and will voluntarily dismiss his lawsuits against Diageo with prejudice. Diageo and Mr. Combs have no ongoing business relationship, either with respect to Cîroc vodka or DeLeón tequila, which Diageo now solely owns.”
Even though the specific details of the agreement remain undisclosed, Diddy is reportedly asking for billions in damages. Diageo owns more than 200 different liquor brands, including Don Julio tequila and Casamigos tequila, which it acquired from George Clooney and his partners in 2017.