Sean “Diddy” Combs has scored a first-round victory in his lawsuit against Diageo, the liquor company that owns Ciroc vodka. In a ruling on Friday, New York Supreme Court Judge Joel M. Cohen denied Diageo’s motion to dismiss the lawsuit, which alleges that the company discriminated against Combs and other Black entrepreneurs in its marketing of Ciroc.

The lawsuit, which was filed in May 2023, claims that Diageo has used

“coded language”

and

“stereotypes”

to market Ciroc to Black consumers, while simultaneously marketing the brand to white consumers as a

“luxury”

product. The lawsuit also alleges that Diageo has excluded Black entrepreneurs from its marketing and distribution channels, and that it has refused to give them the same opportunities as white entrepreneurs.

In his ruling, Judge Cohen said that Combs had

“plausibly alleged”

that Diageo had discriminated against him and other Black entrepreneurs. He also said that the lawsuit could proceed to the discovery phase, where both sides will be able to gather evidence.

“The complaint alleges that Diageo has engaged in a pattern and practice of discrimination against Black entrepreneurs in the marketing and distribution of Ciroc,”

Judge Cohen wrote.

“These allegations are sufficient to state a claim for discrimination.”

The ruling is a major victory for Combs and his legal team, and it could have implications for other Black entrepreneurs who have faced discrimination in the alcohol industry. Diageo has denied the allegations of discrimination, and it has said that it will appeal the ruling.