After overcoming allegations of rape and abuse from the singer Cassie last week, Sean “Diddy” Combs is now under intense scrutiny as he aims to reboot and expand his vast business portfolio. In a letter submitted to a New York court last Friday, London-based spirit maker Diageo referenced the accusations to support its ongoing efforts to block Combs from acting as the face of DeLeón tequila, a brand he has managed in a joint venture with them for ten years.
This legal battle developed after a series of lawsuits between Combs and Diageo, the parent company of numerous spirits, including Johnnie Walker and Smirnoff. In May, Combs accused Diageo of categorizing DeLeón and Cîroc, the vodka he endorsed for 15 years, as solely “Black brands” for “urban” consumers, which he alleged violated their contractual equal treatment provision. In another complaint filed in October, Combs claimed that Diageo had retaliated against him over allegations of racial discrimination, resulting in his blacklisting from the spirit industry. The ongoing feud centers around the dispute over the use of up to $15 million in advertising and promotional budget, including for DeLeón’s marketing next year.
Additionally, Diageo alleged that Combs’ accusations of racism had led to his diminished effectiveness as a spokesperson. The company warned that “public and disturbing accusations” against the music mogul posed a serious risk of “devastating and permanent damage” to the tequila brand. They also suggested that the timing of Cassie’s intended expose coincided with Combs Wines’ original lawsuit against Diageo.
With the spotlight on Combs, the rising scrutiny has extended to individuals within his business circle. Lawsuits have been filed against his music label, Bad Boy Records, and its former president, Harve Pierre, alleging sexual assault against an unnamed assistant. Meanwhile, an on-air personality for Diddy’s Revolt media network declined to return for another season of their podcast, citing her status as a sexual assault survivor and her discomfort with Combs’ leadership.
In the wake of these events, there has been a surge of attention to the allegations surfaced against Combs and criticism of his behavior. This has been reflected in social media discussions and references to “Surviving Diddy,” an apparent nod to the “Surviving R. Kelly” docuseries, which documented abuse allegations against the R&B artist. These developments coincide with Combs’ recent business moves, including reclaiming publishing rights for Bad Boy artists and expanding his business vision as Combs Global alongside his efforts to build a larger portfolio of leading Black-owned brands.
Despite the current high-profile conflicts, some experts believe that Combs’ swift resolution of the claims could help mitigate the damage to his brand and businesses in the long run. Moreover, prominent individuals and brands have remained largely silent on the matter since its emergence, indicating that the impact may not be as lasting or damaging as expected.
