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

Drinks giant Diageo cuts ties with American rapper Sean ‘Diddy’ Combs after accusing them of racism

Racism claim: Rapper Sean ‘Diddy’ Combs filed a lawsuit against Diageo last month

Diageo, the liquor giant, has ended its relationship with Sean ‘Diddy’ Combs after the American rapper filed a lawsuit for racism.

The British beverage giant, the owner of Guinness, announced the move in a US lawsuit.

Last month, Combs filed a lawsuit saying that the tequila brand DeLeon, co-owned by the two, and the vodka brand Ciroc, which is owned by Diageo but has collaborated with Combs, were characterized as “black brands.”

His filing stated, “Instead of 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 has spent years trying to salvage the broken relationship, saying “Mr. Combs has repeatedly undermined our partnerships and threatened to publicly discredit Diageo.”

Diageo said it has invested £78 million in DeLeon’s growth. “Despite earning nearly $1 billion over the course of our 15-year relationship, Mr. Combs contributed a total of $1,000 and refused to honor his obligations.”