Renowned U.S. rapper and billionaire businessman Sean “Diddy” Combs and UK liquor brand Diageo have reached an amicable resolution to their longstanding disputes, with Diageo taking on sole ownership of Ciroc vodka and the DeLeon tequila brand.
In a recently released joint statement, the parties announced that Diageo will assume sole ownership of the DeLeon tequila brand, marking the end of their 15-year business partnership.
In the mutually agreed resolution, Combs voluntarily withdrew all allegations against Diageo and dismissed his lawsuits with prejudice. The brief statement outlined the termination of business ties, emphasizing that there would be no ongoing relationship between Diageo and Diddy, either concerning Ciroc vodka or DeLeon tequila.
Diddy and Diageo’s partnership, from Ciroc triumphs to termination drama in 2023
The partnership between Diddy and Diageo traces back to 2007 when the London-based company approached the American rapper about promoting Ciroc vodka. This collaboration led to the formation of Combs Wines and Spirits, which marketed Ciroc.
By 2013, Diageo had also acquired DeLeon tequila. However, the long-standing relationship took a turn in June 2023 when Diageo terminated ties with the 54-year-old rapper turned business mogul.
Final chapter: Diageo takes sole ownership of DeLeon tequila after legal dispute with Diddy
The fallout between the parties began in June 2023 when Diageo severed ties with the 54-year-old rapper turned business mogul. This followed a lawsuit filed by Diddy, alleging racial discrimination and negligence in promoting the jointly owned DeLeon tequila brand.
In response, Diageo accused Diddy of failing to act as an “equal partner” and providing insufficient funding for DeLeon’s growth. The company highlighted its significant financial contribution, claiming to have invested over $100 million in the joint venture, with only a $1,000 contribution from Combs.
The resolution marks the end of an era for the high-profile collaboration between Diddy and Diageo, with the liquor giant now assuming full control of the DeLeon tequila brand. The joint statement reinforces the severed business ties and emphasizes the parties’ commitment to moving forward independently in the spirits industry.