“Diageo Warns: Keep Diddy Out of Tequila Ads Amid Rape Allegations!

Diageo, the U.K.-based beverage conglomerate, is citing 1979 rape claims made against Sean “Diddy” Combs in a renewed effort to keep the rapper out of any future tequila ads. The company, which owns Don Julio and other tequila brands, says in court filings that it rebuffed a more than $50 million endorsement proposal made in 2018 by Combs and his reps. Those documents cite a 1979 rape accusation that Combs has denied and, in general, the company contends it had concerns about the “toxic masculinity” image of Combs due to his alleged past behavior. The lawsuit was filed in state court in Delaware by Combs DBT Spirits, which claims attempted sabotage by Diageo of the DeLeon Tequila business owned by Combs. The company was seeking a court injunction blocking Diageo from interfering with Combs potential participation in tequila ads, but, last week that motion was denied. The court action appears to be the latest move in a three-year struggle between Combs and Diageo over Don Julio’s dominance in the $2 billion premium tequila market. The decade-old alliance between Combs and Diageo unraveled in April 2017, reportedly over disagreements about the company’s promotional strategy for Cîroc vodka, an endorsement deal Combs entered into with Diageo in 2007. After their split, Diageo got back into the super-premium tequila market big conservatively by announcing Diageo’s $120 million buyout of DeLeon Tequila from Combs. The court ruling keeps Combs out of the tequila ad scape. Diageo cited a 1979 rape accusation against Combs in its opposition to the injunction. According to the company, the allegation was an important factor in its decision to reject the endorsement proposal from Combs and his reps. The company said in its filing that it had “grave concerns” about the “toxic masculinity” image associated with Combs due to his alleged past behavior. It’s unclear whether Combs will continue to pursue his case against Diageo. What is certain, however, is that Diageo is intent on keeping Diddy out of any future tequila ads. The company is citing the decades-old rape accusation against Combs to ensure that any endorsement proposal by Combs and his reps remains off the table.