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Craft Beer Times | Diddy takes legal action against Diageo over claims of racial bias

Diddy takes legal action against Diageo over claims of racial bias

Diddy takes legal action against Diageo over claims of racial bias

What Happened


In the world of business, it is not uncommon to hear about lawsuits. However, when it comes to a high profile celebrity like Diddy, it certainly catches media attention. Recently, Diddy has sued Diageo, one of the world’s largest liquor manufacturers, over racial discrimination. Diddy claims that Diageo used his image and brand to promote a tequila company, but did not pay him the appropriate amount or treat him fairly because of his race.

The Details

According to reports, in 2014, Diddy and Diageo entered into a partnership regarding a tequila brand called DeLeon. Diddy promoted the brand using his influential image and persona. The deal was meant to be a joint venture, with both Diddy and Diageo sharing equal control and profits.

However, things did not turn out as expected. Diddy alleges that Diageo did not fulfill its obligations under the partnership. Instead, Diageo acted on its own without Diddy’s consent, making financial decisions that only benefited Diageo, including refusing to increase Diddy’s share in the profits.

Diddy also claims that Diageo did not pay him the agreed upon compensation. He alleges that the company initially promised him a payout of $25 million for his work in promoting DeLeon. However, they later changed the terms of the agreement, offering him only $5 million instead.

What It Means

Importance of Representation

This lawsuit raises important questions about racial discrimination in business. Diddy’s allegations indicate that even successful and influential individuals like himself can be subject to discrimination.

Representation in business is crucial, especially in industries where a particular image or brand is used to market products. Diddy’s case suggests that companies may use the image of individuals from marginalized communities to promote products, but do not actually value or respect them. Such actions can be seen as exploitative, and can perpetuate systemic inequalities.

Accountability in Business

Another significant aspect of this case is accountability in business. Even after reaching an agreement with Diddy, Diageo allegedly did not fulfill its part of the deal. If businesses can break contracts or agreements without consequences, it raises questions about how fair and transparent business practices actually are.

Legal action, such as Diddy’s lawsuit, can hold companies accountable for their actions. It sends a message that discrimination and exploitation will not be tolerated, and that everyone, including celebrities, deserve to be treated fairly and equitably in business.

The Aftermath


It remains to be seen how this lawsuit will be resolved. Diddy is reportedly suing Diageo for $100 million in damages, and the case is still ongoing.

Regardless of the outcome, this case serves as a reminder of the issues of representation and accountability in business, particularly in regards to diversity and inclusion. If large corporations are willing to exploit and discriminate against individuals based on their race, then it is essential that those individuals stand up for themselves and take action to hold these companies to account.


Dustin is a writer about craft beer and a professional brewer in the city of Chicago. He has written for several magazines and has over a decade of experience in the beer industry. He is currently working on a book about the history of beer in Chicago.

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