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Sean ‘Diddy’ Combs claims Diageo made watermelon Tequila despite his concerns
According to newly released documents from the New York Supreme Court, Sean ‘Diddy’ Combs claims that Diageo made a watermelon-flavoured Tequila despite his concerns about such a product.
In addition, the documents also show Combs signed an agreement with Diageo in 2021 that would require the company to treat his DeLeon brand “at least as favourably” as its other Tequila ranges.
The news comes after the Supreme Court’s Judge Joel Cohen ruled that only certain parts of the Combs Spirits lawsuit could remain redacted. It follows Diageo announcing it is ending its business relationship with Sean ‘Diddy’ Combs after the rapper accused the drinks giant of neglecting his brands due to his race.
It outlines how Combs grew increasingly concerned about Diageo’s treatment of the DeLeon brand, which he co-establisted with the spirits giant in 2013, when it bought two potential competitors: Don Julio and Casamigos in 2014 and 2017 respectively.
Diageo, who deny the accusations of racism from Combs, made an application in June to have the suit dismissed, is also in the process of terminating a deal with Combs and Ciroc vodka, which he has promoted since 2007.
According to the documents, DeLeon was distributed to 3% of potential outlets last year while Don Julio was in more than a third – 36%. Additionally, Combs said he was told Diageo’s agave plants were allocated to other brands, which forced DeLeon to find alternative suppliers.
Combs also alleges that Diageo’s decision to discontinue half-bottles and launching a re-designed bottle without marketing support also damaged the brand. He also asked that flavoured versions of DeLeon be held back until consumers knew more about the brand.
In the documents, Combs claimed Diageo developed a watermelon-flavoured version of Tequila, despite warning the firm to be careful considering the racist background of watermelon. In response, Diageo said that Combs had supported and endorsed Ciroc Summer Watermelon for several years.
But Combs responded by stating he only promoted Ciroc Summer Watermelon after educating Diageo on the potential racist connotations of the flavour, and receiving assurances it would be sensitive in its delivery of the product. Additionally, Combs said Ciroc had more than a dozen flavours already, and the watermelon version of DeLeon would be the first flavoured line for the brand.
In a statement, Diageo said: “His attempt to recast follow-up discussions regarding innovations for DeLeon is, as is his entire suit, disingenuous and self-serving.”
Combs also alleges that internal Diageo documents proposed downplaying Ciroc’s connection to him in order to roll-back on its image of being an African-American brand.
In its own court filings, Diageo said Combs allegations were “false and reckless” allegations in an effort to extract monetary damages. Diageo also said it has increased production of DeLeon and sales have doubled since the 2021 deal.
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