Spirits giant Diageo said that it had settled its row with rapper Sean Combs, better known as P Diddy, over the marketing of his Ciroc Vodka and DeLeon Tequila.
In a statement, Diageo said Combs had withdrawn all of his allegations about Diageo and would voluntarily dismiss his lawsuits against the company with prejudice.
Combs had issued a writ against Diageo alleging that a decision to limit marketing of the brands to “urban neighbourhoods” was a racist decision that had stunted their growth.
The lawsuit followed the success of film stars George Clooney's Casamiga Tequila and Ryan Reynolds' Aviation Gin, where Combs claimed Diageo had poured in money to back the brands after it acquired them.
Diageo added that it and Combs now have no ongoing business relationship, either concerning Cîroc vodka or DeLeón tequila, which it now solely owns.
According to Forbes in 2022 Combs had a net worth of about US$1bn.