Regarding the alleged racial mistreatment of his booze brand, Puff Daddy sues Diageo

 Sean Puffy Combs, well known by his stage name Puff Daddy, is an

American music tycoon and entrepreneur. He has sued Diageo, a major producer of alcoholic beverages, for allegedly failing to treat his liquor brand fairly.

In a lawsuit brought by Diddy's LLC, Combs Wine and Spirits, the multibillionaire mogul claimed that they had partnered with Diageo to sell his brand Ciroc and later had an agreement to promote another brand known as DeLeon Tequila.

In addition, Puff Daddy claimed in his lawsuit that Diageo, the world's largest alcohol company, abandoned Ciroc and DeLeon to the point where it stunted their growth and, more significantly, his bottom line.

While focusing the majority of its attention and resources on other tequila brands like Don Julio or Casamigos, Digieo has declined to adequately market or invest in DeLeon. This, in Diddy's opinion, is racist. Diageo was named in a lawsuit, in part.

Puff Daddy said shortly after launching the lawsuit that he believes the reason for this is because of the color of his skin and that "Diageo has typecasted Ciroc and DeLeon, apparently deciding they are 'Black brands' that should only be targeted to 'urban' consumers."