Successful rapper and multiple-award winning producer cum businessman, Sean “Diddy” Combs has sued beverage alcohol giant, Diageo.

Combs in his submission accused the company of not just being racist but also setting aside their business agreement and refusing to promote his liquor labels.

The talented music executive who filed his lawsuit on Wednesday with the New York Supreme Court, further accused Diageo of treating its black partners with disdain even though it has always portrayed its self as a leader in diversity.

In addition, Combs complained that Diageo has stereotyped his alcohol drinks, Ciroc Vodka and DeLeon Tequila brands as “Black brands” good enough for just “urban” patronages.

“Diageo and its executives put their feet on the neck of Mr. Combs’ brands. In a business where production, distribution, and sales are the pillars of success, Ciroc and DeLeon have been starved of resources for all three.

“Diageo has treated Mr. Combs and his brands worse than others because he is Black. One of the company’s managers directly acknowledged the company’s racist undertones in 2019″, the suit stated.

Diageo has quickly denied any wrong doing saying its 15-year-long partnership with Combs has been “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”.

“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”, a spokesperson for Diageo said.

The Grammy award winner further stressed that the giant drinks company devote more time, energy and support to other celebrity brands like that of
George Clooney’s Casamigos and Ryan Reynold’s Aviation Gin, while ignoring his Combs Wines and Spirits.