Skip to content
Search

Latest Stories

Sean 'Diddy' Combs accuses liquor giant Diageo of racism

Diageo said its 15-year partnership with Combs was ‘productive and mutually beneficial’.

Sean 'Diddy' Combs accuses liquor giant Diageo of racism

MUSIC producer and rapper Sean "Diddy" Combs is suing spirits company Diageo, accusing it of neglecting their business agreement and failing to invest in his liquor brands because he is black.

The complaint, filed Wednesday (31) with the New York Supreme Court, said that while Diageo publicly promotes itself as a leader on diversity, Combs and his company found it unwilling to treat its black partners equally.


Combs said Diageo "kneecapped" his Ciroc Vodka and DeLeon Tequila brands by depriving them of resources after they were "typecasted" as "black brands" meant only for "urban" consumers.

Diageo and its executives "put their feet on the neck of Mr. Combs' brands," the suit said.

"In a business where production, distribution, and sales are the pillars of success, Ciroc and DeLeon have been starved of resources for all three."

In a statement, Diageo denied the allegations, describing its 15-year partnership with Combs as "productive and mutually beneficial."

"This is a business dispute, and we are saddened that Mr. Combs has chosen to recast this matter as anything other than that," a spokesperson said.

"Our steadfast commitment to diversity within our company and the communities we serve is something we take very seriously. We categorically deny the allegations that have been made and will vigorously defend ourselves in the appropriate forum."

The suit also claimed the UK-based drinks giant devoted more attention and offered better support to other celebrity-backed competing brands, such as George Clooney's Casamigos and Ryan Reynold's Aviation Gin, while failing to meet its promises for investments in Combs Wines and Spirits.

"Diageo has treated Mr. Combs and his brands worse than others because he is Black," the suit said, adding that one of the company's managers "directly acknowledged the company's racist undertones in 2019."

According to the suit, the manager told Combs that "race was part of the reason Diageo limited the neighborhoods where the Combs brands were distributed," and that if he were "Martha Stewart" things would be different.

Combs, a Grammy-winning rapper who has gone by the stage names Puff Daddy, P Diddy and Diddy, said in the complaint he intends to seek billions of dollars in damages in other legal proceedings against Diageo.

Diageo said in its statement it was "disappointed our efforts to resolve this business dispute amicably have been ignored."

"While we respect Mr. Combs as an artist and entrepreneur, his allegations lack merit, and we are confident the facts will show that he has been treated fairly."

(AFP)

More For You

Is Shah Rukh Khan planning a £28.5 million pan-India blockbuster with Sukumar

Director Sukumar could reunite with Mythri for a record-breaking project with SRK

Getty Images/ CineJosh

Is Shah Rukh Khan planning a £28.5 million pan-India blockbuster with Sukumar, the director of 'Pushpa'?

Rumours are swirling that Shah Rukh Khan may soon headline India’s most expensive film yet, with a whopping £28.5 million (₹300 crore) offer reportedly on the table. The production house behind the buzz? Mythri Movie Makers, the banner that backed Pushpa and Rangasthalam. If true, this would be SRK’s biggest payday ever.

Mythri Movie Makers eye massive collaboration with SRK for their next big ventureGetty Images

Keep ReadingShow less
Mesmerising Odissi Sandhya at The Bhavan, London

Experience the Vibrant Spirit of odissi in Birmingham

Odissi Dance in Birmingham

Lovers of classical Indian dance and culture will be drawn to a mesmerising evening of performance as Odissi Sandhya takes the spotlight at The Bhavan, London, on Saturday, June 21, 2025. Located at 4A Castletown Road, London W14 9HE, The Bhavan is one of the UK's premier institutions for Indian arts, and the perfect venue to host this celebration of heritage and artistry. The event will be led by the talented dancers of Nritya Alaap, who are renowned for their commitment to preserving and promoting Odissi — one of the eight recognised classical dance forms of India.

Odissi, which originated in the temples of Odisha in eastern India, is celebrated for its lyrical grace, expressive gestures (mudras), and devotional themes rooted in mythology and poetry. Through elegant body movements, dramatic storytelling, and rhythmic footwork, the dancers convey narratives from ancient scriptures and folklore, making the performance both spiritual and artistic.

Keep ReadingShow less
Bryan Johnson

Known for creating the “Don’t Die” project, Johnson has turned his body into a human laboratory

Getty Images

No pizza, no alcohol, no late nights: Bryan Johnson’s strict routine to defy ageing

Bryan Johnson, a 47-year-old tech entrepreneur from California, has become a prominent figure in the global longevity movement, attracting both fascination and criticism for his intense health regime. Known for creating the “Don’t Die” project, Johnson has turned his body into a human laboratory, experimenting with extreme methods to delay ageing and boost long-term health.

From tech success to health obsession

Johnson made headlines in 2013 after selling his company, Braintree, to PayPal for $800 million. Following years of depression and personal upheaval, including leaving the Church of Jesus Christ of Latter-day Saints and divorcing his wife, Johnson redirected his focus to health and longevity.

Keep ReadingShow less
Bangladesh's Muhammad Yunus to step down after April polls

Chief adviser to the government of Bangladesh Professor Muhammed Yunus speaks during a live interview at Chatham House on June 11, 2025 in London, United Kingdom. (Photo by Leon Neal/Getty Images)

Bangladesh's Muhammad Yunus to step down after April polls

BANGLADESH interim leader Muhammad Yunus said on Wednesday (11) that there was "no way" he wanted to continue in power after elections he has announced for April, the first since a mass uprising overthrew the government.

The South Asian nation of around 180 million people has been in political turmoil since a student-led revolt ousted then prime minister Sheikh Hasina in August 2024, ending her 15-year rule.

Keep ReadingShow less