Diddy Plans to Sell DeLeón Tequila Directly Amid Diageo Dispute

African-American billionaire Sean “Diddy” Combs is displaying his unwavering determination by taking his DeLeon Tequila sales strategy to the streets, even after the termination of his collaboration with UK liquor brand Diageo.

In a promotional video posted on his Instagram account on Fri., June 30, accompanied by visuals from Harlem, New York, the rapper can be seen promoting his product at local establishments at the crack of dawn.

Diddy, who grew up as a paper boy, states: “I’m going to make DeLeon Tequila number one. I’m going to get up every morning at six in the morning and go door to door. And I’m not going to let anything or anyone stop me. And neither should you. Let’s go.” He also emphasizes his commitment to establishing his signature tequila brand.

Later in the video, Diddy addresses a group of patrons with a toast in hand, stating: “I come from New York, and I stand behind my product. I was a paper boy. I would go door to door with my hustle. That’s what I’m out here doing. I’m selling a product I believe in. Thank you all for the support. I love you all.”

In the clip’s caption, he urges: “Let nothing or nobody stop you. #WheresDeLeon #ad.”

According to The Associated Press, the collaboration between the renowned spirits company and the founder of Bad Boy Records abruptly ended when the Harlem-born mogul filed a lawsuit against Diageo in May. Diddy’s lawsuit alleges that Diageo demonstrated “racism” in its treatment of his liquor brands: Cîroc vodka and DeLeon tequila.

The legal action also claims that Diageo’s North America division purposely deprived Combs’ Cîroc vodka and DeLeón tequila of necessary resources while prioritizing other celebrity-branded spirits.

Diageo, which owns more than 200 liquor brands including Don Julio tequila and George Clooney’s Casamigos tequila, has denied Diddy’s allegations and filed its own motion to dismiss Combs’ complaint, denouncing the accusations as “false and reckless.”

Diddy’s association with Diageo dates back to 2007 when the London-based company approached him about Cîroc. Diageo also alleged that Combs earned “nearly $1 billion” throughout their 15-year partnership.

Furthermore, Diageo accused the Bad Boy founder of failing to act as an “equal partner” and of refusing to provide sufficient funding to facilitate the growth of DeLeon. The company stated that, aside from a $1,000 contribution from Combs, Diageo had provided “100% of the funding” for the joint venture, amounting to an investment of over $100 million.

In a statement released on Tues., June 27, Diageo expressed its decision to dismiss Combs’ baseless complaint and terminate their business relationship, stating: “Mr. Combs’ bad-faith actions have clearly breached his contracts and left us no choice but to move to dismiss his baseless complaint and end our business relationship. We have exhausted every reasonable remedy and see no other path forward.”