FILE - Music mogul and entrepreneur Sean"Diddy" Combs arrives at the Billboard Music Awards in Las Vegas on May 15, 2022. Combs is suing Diageo, saying the spirits company didn't make promised investments in his vodka and tequila brands and treated them as inferior"urban" brands.
The lawsuit, filed with the New York Supreme Court in Manhattan, says Diageo North America starved Combs’ Ciroc vodka and DeLeon tequila brands of resources even as it showered attention on other celebrity brands. Diageo bought actor George Clooney’s Casamigos tequila brand for $1 billion in 2017, for example.
“Cloaking itself in the language of diversity and equality is good for Diageo’s business, but it is a lie,” the lawsuit said. “While Diageo may conspicuously include images of its Black partners in advertising materials and press releases, its words only provide the illusion of inclusion.”
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