After Diddy filed a lawsuit against Diageo (the distributors of Ciroc Vodka and DeLeon Tequila) asking for equal distribution as his white counterparts for his liquor brands, more details have been revealed after a judge ruled that Diageo couldn’t keep certain portions of the suit confidential.
According to The Associated Press, Sean Combs, AKA Diddy has filed paperwork accusing Diageo of racism after the spirits distribution company gave more favorable treatment towards other brands that are not Black-owned. Diddy is requesting that Diageo abide by an agreement made in 2021. Diageo was required to treat his DeLeon Tequila brand “at least as favorably” as other tequila brands under the spirits umbrella.
The lawsuit states that Diageo’s treatment of Diddy’s DeLeon Tequila got worse after the company acquired two competing tequila brands. Don Julio in 2014 and then Casamigos in 2017. Combs accuses Diageo of labeling his brand as an inferior “urban” brand and thereby limiting the distribution of DeLeon.
The documents also detail what Diddy describes as Diageo’s repeated disinvestment in DeLeon. For example, last year, DeLeon was distributed in only 3% of possible outlets. Meanwhile, Don Julio was in 36%. DeLeon has been listed as “out of stock” in several major markets at least ten times within the past year.
The racism claim also lies within one of the flavors the company produced and promoted. Diageo developed a watermelon flavor which Diddy opposed based on the historical stereotype aimed at Black people over the years. The document also reveals Diddy claiming that internal Diageo documents proposed downplaying Ciroc’s connection to the hitmaker and rolling back its “image of being an African-American brand.”
Diageo responded by accusing Diddy of resorting to “false and reckless” allegations to gain monetary damages. Diageo also claims to have increased production of DeLeon and sales have doubled since the two penned the agreement in 2021.
More Details Revealed from Diddy Lawsuit Against Diageo