Diageo, the well-known liquor maker, has reached a resolution with rapper Sean “Diddy” Combs after he accused the company of racial discrimination and neglecting his DeLeón brand. In response to this, Diageo has announced that Combs has withdrawn all of his allegations and will dismiss his lawsuits against the company. The two parties no longer have any ongoing business relationship, including with regard to Cîroc vodka or DeLeón tequila, which Diageo now solely owns.
A Brief History
In 2013, Combs Wines and Spirits, owned by Sean Combs, partnered with Diageo to purchase DeLeón tequila as it was gaining popularity in the United States. However, in May of 2023, Combs filed a lawsuit against Diageo in the New York State Supreme Court, claiming that the company had neglected DeLeón and focused its resources on its other tequila brands, namely Don Julio and Casamigos. It is worth mentioning that Casamigos was backed by George Clooney and acquired by Diageo in 2017 for an amount of up to $1 billion.
Conclusion of the Partnership
Diageo announced in June of 2023 that it would be terminating its partnership with Sean Combs after collaborating since 2007 on the Cîroc vodka brand. Despite this decision, Diageo clarified that Combs had received substantial compensation amounting to nearly $1 billion during their years of working together. Combs played a vital role in marketing the Cîroc brand and collaborating with the company to develop new Cîroc products.