SPIRITS GIANT DIAGEO has confirmed it is ending its relationship with Sean “Diddy” Combs, after the US rapper launched legal action against the UK-based firm and accused it of racism.
“Diageo has typecast Ciroc and DeLeon, apparently deciding they are ‘black brands’ that should be targeted only to ‘urban’ consumers.” Yesterday, Diageo filed its own legal proceeding in which it claimed it “tried for years to salvage the broken relationship” with the musician, producer and entrepreneur.A spokeswoman for the spirits firm said: “Mr Combs’s 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.
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