In a lawsuit, filed Wednesday, Combs said that Diageo “kneecapped DeLeon’s sales growth for nearly a decade” because the company considered it a “Black” brand and marketed it to only “urban customers.” The suit also alleges that Diageo also neglected marketing for Ciroc, Diddy’s vodka brand he also co-owns with the company. Tequila sales have grown in the United States in recent years, according to data from Distilled Spirits Council of the United States.
Combs claims a Diageo executive told him that if Combs were Martha Stewart then “his brands would be more widespread.” Diageo\n \n denied the allegations, telling CNN in a statement that it will “vigorously defend ourselves in the appropriate forum.” “For more than 15 years, we’ve had a productive and mutually beneficial relationship with Combs on various business ventures, making significant investments that have resulted in financial success for all involved,” a Diageo spokesperson said.