U.S. rapper, producer, and entrepreneur Sean' Diddy' Combs has filed a lawsuit that seeks "billions of dollars in damages" against London, U.K.-headquartered spirits giant Diageo. Combs alleges that Diageo, the owner of Combs Wines and Spirits Brands, has neglected the brand and has failed "to provide the equal treatment" they had initially promised. Combs Wines and Spirits brands co-owns DeLeón Tequila and Ciroc Ultra Premium Vodka with Diageo. - According to a court filing, Combs' lawyers claim that Diageo undermined Combs' joint-venture spirits brands by marketing them as "Black brands" aimed at "urban consumers," thus limiting its appeal to a single target audience.
- The suit accuses Diageo of giving preferential treatment to its other celebrity-backed brands, such as George Clooney's Casamigos and Ryan Reynolds' Aviation Gin. Combs' lawyers say this constitutes racism as the spirits giant is "unwilling to treat its Black partners equally."
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