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Spirits giant Diageo says it’s cutting ties with rapper and entrepreneur Sean “Diddy” Combs following his move to sue the company over allegations of racism in the handling of his liquor brands, according to a Tuesday court filing.
Combs’ lawsuit, filed with the New York Supreme Court in Manhattan last month, says Diageo North America starved Combs’ Cîroc vodka and DeLeón tequila brands of resources as it showered attention on other celebrity brands.
Combs, who is black, said Diageo leadership told him that his race was one of the reasons it limited distribution to “urban” neighborhoods and stunted sales growth of his brands. According to the suit, which seeks billions of dollars in damages in other legal proceedings against Diageo, Combs was also told that some Diageo leaders resented him for making too much money.
