Diageo and its management "put their feet on the neck of Mr. Combs' brands," the suit asserts
US rapper and producer Sean Combs also known as Diddy has filed a lawsuit against multinational spirits giant Diageo, accusing it of racism.
In a complaint registered Wednesday with the New York Supreme Court the entrepreneur has accused the British conglomerate of intentionally sabotaging a joint-venture spirits brand.
Combs said Diageo "kneecapped" his Ciroc Vodka and DeLeon
Tequila brands by robbing them of resources after they were "typecasted" as
"Black brands" meant only for "urban" customers.
Diageo and its
management "put their feet on the neck of Mr. Combs' brands," the suit
asserts.
"In a business where production, distribution, and sales
are the pillars of success, Ciroc and DeLeon have been starved of resources
for all three."
In a statement emailed to AFP, Diageo denied the
allegations, describing its 15-year partnership with Combs as "productive
and mutually beneficial."
"This is a business dispute, and we are saddened that Mr. Combs
has chosen to recast this matter as anything other than that," a
spokesperson said.
"Our steadfast commitment to diversity within
our company and the communities we serve is something we take very
seriously. We categorically deny the allegations that have been made and
will vigorously defend ourselves in the appropriate forum."
The
suit also states that the UK-based company extended more support to
celebrity-backed rival brands while failing to deliver on promises to Combs
Wines and Spirits.
"Diageo has treated Mr. Combs and his brands worse than others
because he is Black," the suit said, adding that one of the company's
managers "directly acknowledged the company's racist undertones in 2019."
The
Grammy-winning star best-known for his stage names Puff Daddy, P Diddy and
Diddy said he intends to seek billions of dollars in damages in other legal
actions against Diageo.
Denying any wrongdoing Diageo said in a
statement:
"While we respect Mr. Combs as an artist and
entrepreneur, his allegations lack merit, and we are confident the facts
will show that he has been treated fairly."
