Diageo cuts ties with rapper Sean ‘Diddy’ Combs amid racism claims

Spirits giant Diageo is ending its relationship with Sean ‘Diddy’ Combs after the US rapper launched a legal action, accusing it of racism. 

The UK drinks giant, the owner of Guinness, announced the move in a US court filing. 

Last month Combs began a legal action saying the DeLeon tequila brand co-owned by the two, and Ciroc vodka brand, which is owned by Diageo but has collaborated with Combs, were typecast as ‘black brands’. 

His filing said: ‘Rather than equal treatment, Diageo has treated Mr Combs and his brands worse than others because he is black.’ 

Combs Wines and Spirits said drinks were ‘starved’ of production, distribution and sales resources. 

Diageo said yesterday it tried for years to salvage the broken relationship, saying: ‘Mr Combs has repeatedly undermined our partnerships and threatened to publicly defame Diageo.’ 

Diageo said it invested £78million in growing DeLeon. ‘Despite having made nearly $1bn over the course of our 15-year relationship, Mr Combs contributed a total of $1,000 and refused to honour his commitments.’