Sean “Diddy” Combs has one less legal problem to worry about now that he’s settled a high profile lawsuit with liquor giant Diageo. Reps for Diageo confirmed the news in a statement to AllHipHop on Tuesday (January 16).
“Sean Combs and Diageo have now agreed to resolve all disputes between them,” Diageo and Mr. Combs said in a joint statement. “Mr. Combs has withdrawn all of his allegations about Diageo and will voluntarily dismiss his lawsuits against Diageo with prejudice.”
The dispute between Combs and Diageo, a leading spirits company, escalated into a complex legal battle marked by racial discrimination, contract breaches and retaliation allegations.
The relationship between Diddy and Diageo began in 2007 with a marketing agreement for Ciroc Vodka. In 2013, the partnership expanded when Combs’ company, Combs Wines And Spirits (CWS), and Diageo formed a joint venture to purchase the DeLeón Tequila brand. Combs was instrumental in the marketing and promotion of Ciroc, contributing significantly to its success and earning over $1 billion for his efforts.
However, Combs alleged that Diageo systematically neglected his business and treated the liquors as “Black brands” while marketing them primarily to urban consumers.
He claimed that Diageo should have provided Cîroc and DeLeon the same resources and opportunities as other brands in their portfolio.
Combs accused Diageo of racial bias, citing incidents where Diageo’s leadership allegedly resented him for making too much money, with his race being a factor in limiting the distribution of Cîroc and DeLeon.
Additionally, Combs claimed that Diageo developed a watermelon-flavored DeLeon Tequila without his approval, despite his warnings about the racial implications of associating “watermelon” with a brand often labeled as an “urban African American brand.
Diageo refuted Combs’ accusations and labeled them as opportunistic attempts for media attention.
In response, Diageo terminated its business relationship with Ciroc and DeLeón, delivering what would ultimately be the first significant blow to the mogul’s business empire.
Diageo confirmed that they no longer have any business with Combs regarding Ciroc or DeLeón tequila, which is now part of Diageo’s portfolio.
“Diageo and Mr. Combs have no ongoing business relationship, either with respect to Cîroc vodka or DeLeón tequila, which Diageo now solely owns,” Diageo and Mr. Combs said in the joint statement.
Combs still faces multiple sexual assault lawsuits, with significant allegations against him, which started when his ex-girlfriend Cassie Ventura alleged he raped and physically assaulted her. They settled quickly out of court.
A second woman named Joi Dickerson-Neal accused Combs of drugging and sexually assaulting her in 1991, a third woman claimed she was raped by Combs and singer Aaron Hall, while a Jane Doe accused Diddy of gang rape and sex trafficking in 2003 when she was 17.
Combs has vehemently denied all allegations, dismissing them as opportunistic “money grabs” exploiting the Adult Survivors Act, which allows adults to file sexual abuse claims regardless of when the abuse occurred.
The lawsuits have substantially affected Combs’ professional life. He stepped down from his company REVOLT, a Hulu reality show was canceled and he recently bowed out of an appearance at the 2024 Grammys.
