Drinks giant Diageo settles Diddy racism row

Diageo has settled a dispute with US rapper Sean ‘Diddy’ Combs after he accused the UK spirits giant of racism.

Combs, who is also known as P Diddy or Puff Daddy, has withdrawn his legal action and all allegations as part of the resolution.

Last year, the music mogul’s business began legal action claiming that the DeLeon tequila brand co-owned by the two groups, and Ciroc vodka brand, which is owned by Diageo but has collaborated with Combs, were typecast as ‘black brands’.

His legal filing said: ‘Diageo has typecast Ciroc and DeLeon, apparently deciding they are “black brands” that should be targeted only to “urban” consumers.’ 

He and the drinks group, which owns brands such as Guinness and Tanqueray, said they have ‘agreed to resolve all disputes between them’. 

Diageo said it no longer has any ongoing business relationship with Combs. 

The value of the settlement was not disclosed.