Guinness maker Diageo has cut ties with P Diddy after the rapper and music producer filed a lawsuit against the company.
Sean ‘Diddy’ Combs claimed the FTSE 100 company were racist in the handling of his liquor brands, Ciroc Vodka and DeLeon tequila, depriving them of the same attention given to brands owned by white celebrities.
Combs claims Diageo bosses confirmed his race played a part in their decision to limit distribution of his brands to ‘urban neighbourhoods’, which stunted growth.
Diageo denied the accusations, calling Combs’ suit a “sham action."
Legal documents filed in New York confirmed Diageo is ending its brand relationships and has served Combs' legal team with a notice of termination for their Ciroc relationship.
The end of the partnership means P Diddy leaves what is a growing list of celebrities who are linked to popular alcohol labels as the modern superstar looks to diversify their revenue streams.
Here is a run-down of some celebrities with brands you may not have known them to be associated with.
George Clooney- Casamigos Tequila
Clooney, known for his roles as Batman and Danny Ocean in Ocean’s Eleven, set up Casamigos Tequila alongside businessman Rande Gerber, who is married to Cindy Crawford, and entrepreneur Michael Meldman in 2013.
Diageo bought the brand in 2017 for US$1bn, with global sales surpassing 1mln cases for the first time in 2020.
Ryan Reynolds- American Aviation Gin
The movie star is well known for his involvement with football league club Wrexham and most recently, acquiring a 24% stake in Formula 1 team Alpine.
He is less known for Aviation American Gin, which he bought a stake in back in February 2018 before it was sold to, you guessed it, Diageo in 2020 for US$610mln.
Conor McGregor- Proper No. Twelve Irish Whiskey
The former UFC champion created and developed his own whiskey brand in 2018, and claimed it generated more than US$1bn in sales during the first year.
McGregor reportedly sold a 51% stake for US$600mln to Cuervo tequila maker Becle.
Dwayne ‘The Rock’ Johnson- Teremana Tequila
Hollywood’s biggest star, ‘The Rock’ entered the liquor market with his Teremana Tequila in 2020.
The brand joined an elite group, surpassing one million cases sold per year just earlier this month.
David Beckham- Haig Club Whiskey
One of the most prominent celebrities to start side hustle ventures, David Beckham became the face of Haig Club Whisky, which is owned by Diageo, in 2014.
However, it was announced in March that the near decade-long partnership would come to an end as the former footballer looks to pursue his own drinks brand.