Diageo, the multinational beverage company that produces and distributes liquor brands like Johnnie Walker, Smirnoff, and Captain Morgan, is making a renewed effort to keep music mogul and entrepreneur Sean “Diddy” Combs from appearing in advertising for its brand DeLeon Tequila—citing rape allegations against the rapper in its appeal.
The company’s decision comes after Diddy filed suit against them in December 2020, when the rapper accused the company of “unjustly and willfully” cutting him out of a lucrative business opportunity when it sold its stake in DeLeon Tequila to Mexican beverage company Becle for $1 billion.
Originally, Diageo had offered Diddy the chance to purchase part of the brand in 2014, and while Diddy apparently agreed to invest, the offer was ultimately rescinded in 2015. Diageo cited cash flow problems as the reason for the change of heart, though Diddy’s team claimed that a “preferential business structure” was the real reason for the company’s decision.
Now, facing the rapper’s lawsuit, Diageo is citing long-standing accusations of rape—made by Melissa Johnson against Combs in 2002—as part of its plea against him. Diageo argues that the allegations, while never proven, are cause enough for them to Zenith from moving forward with Diddy in an official business capacity.
The filing reads, “These allegations are repugnant and antithetical to everything that Diageo stands for, and these allegations alone would give any business reasonable cause not to associate or do business with Mr. Combs”.
Though Diddy was never found guilty of any wrongdoing, Diageo’s latest stance is likely to add further complications to the ongoing legal battle. It’s uncertain at this point whether the company’s renewed stance will be the necessary ammunition to mow the case, or if the matter will continue in court. Nonetheless, the fact that a mammoth corporation like Diageo is citing rape allegations as a reason for refuting to do business with an individual, no matter the validity of those allegations, brings into the spotlight concerning issues of American corporate culture.
