Some leaders, the suit alleges, even regarded the billionaire merely “as a Black man that might prove useful in marketing to Black consumers. The “I’ll Be Missing You” and “All About the Benjamins” rapper alleges that Diageo leadership told him that his race was among the reasons for his brands’ limited distribution to urban neighborhoods and that he was told that some Diageo executives resented him for making too much money. Sean ‘Diddy’ Combs confirmed that he’s paying Sting thousands per day for sampling ‘Every Breath You Take’ - and much more than the rocker first said. Music Sting said he got $2,000 a day off a rap sample. Diddy and Puff Daddy, says in the lawsuit that he agreed to use “his widely known name and influences to help promote and market” the brand, claiming that he “sparked spectacular growth” despite Diageo‘s failure to devote the “proper attention” and resources they promised when they partnered. The Grammy winner says that Diageo - owner of more than 200 brands, including Guinness beer and Tanqueray gin - first approached him in 2007 to help its then struggling Ciroc label. Diddy claims his brands “were allowed to wither,” getting increased attention only if Combs Wines “demanded it under threat of legal action,” and experienced “systematized neglect” amid agave shortages, “out of stocks” and glass supply chain issues.Ĭombs Wines also alleges that Diageo produced lower quantities of DeLeon compared to Don Julio and Casamigos, distributed it in far fewer outlets, failed to provide “sufficient and substantially consistent support” for the brand, limited its marketing and promotion to “urban” communities and failed to include DeLeon in non-brand-specific pages and promos online where its other brands were showcased. The Bad Boy Entertainment executive says that for years Diageo deliberately undermined their joint-venture agreements and “starved” his brands of resources in production, distribution and sales while investing in Diageo’s other competing labels, namely Don Julio, 21 Seeds and the lucrative Casamigos tequila, which was formerly co-owned by actor George Clooney. He is is seeking a court order “to provide the equal treatment” that he alleges Diageo “contractually promised” and intends to pursue “billions of dollars in damages due to Diageo’s neglect and breaches” in a separate lawsuit. has “proven unwilling to treat its Black partners equally” by failing to making promised investments in Diddy’s products. The hip-hop icon claims that Diageo North America Inc. Business mogul Sean “Diddy” Combs has sued the British beverage company that co-owns his liquor brands, claiming that the spirits giant Diageo has “kneecapped” his Ciroc and DeLeon labels’ sales growth for almost a decade and starved them of resources while better marketing its other brands such as Don Julio and Casamigos.ĭiddy’s Combs Wines and Spirits LLC is alleging that Diageo treated his DeLeon tequila and Ciroc vodka as inferior “Black brands” or “ethnic brands” that should be targeted to “urban” consumers, according to a racial discrimination lawsuit his company filed Wednesday in New York Supreme Court in Manhattan.
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