Diddy & Diageo have decided to settle things away from the prying eyes of the media. They will no longer slam each other with accusations but have ended their partnership.

Diddy Blames Diageo For Racism Over His Ciroc & Deleon Tequila Brands

Diddy and Diageo entered into an agreement in 2007 to have equal shares in Cîroc Vodka. Once things kicked off, it appeared to be a profitable partnership, so Diddy proceeded with acquiring Deleon Tequila.

The second deal with Diageo was in 2013. But a decade later, the rapper claimed the British brand intended to sabotage him. His brands were sold as “black brands” suitable for “urban consumers.”

In May 2023, Diddy served Diageo court documents after alleging that the British spirit brand refused to manage the business well. In response, Diageo fired with a countersue, maintaining that Diddy capitalized on “public accusations of racism.” This was after he tried to extort $100 million from the company. After several in and out of court sessions, Diddy prevailed.

Diddy Ends Partnership And Court Case With Diageo

According to Tequila Raiders, the Bad Boy Records owner will finalize his disagreement with the British brand behind closed doors. According to a joint statement issued recently:

“Sean Combs and Diageo have now agreed to resolve all disputes between them. Mr. Combs has withdrawn all of his allegations about Diageo and will voluntarily dismiss his lawsuits against Diageo with prejudice, Diageo and Mr. Combs have no ongoing business relationship, either with respect to Cîroc vodka or DeLeón tequila, which Diageo now solely owns.”

It has been a rollercoaster ride for Diddy, who has been faced with different court cases regarding his personal life. Last year, his ex, Cassie Ventura, accused him of sexual and physical assault, rape and drugging her. Though the pair later settled out of court, the case gave impetus to three other women who accused Diddy of rape. Since then, he pledged to fight for his honor and clear his name.