Diddy sues drinks giant over racial discrimination against his vodka brand

Sean ‘Diddy’ Combs has filed a lawsuit against drinks giant Diageo over claims of racial discrimination.

According to the court documents, the rapper accused the company of treating his vodka brand, Ciroc, and tequila brand, DeLeon, as inferior “urban” products.

He claimed that Diageo didn’t offer the same attention to his brand and told him that it was his race that prompted the limited distribution of the drinks to urban neighborhoods.

The producer is seeking billions of dollars in damages against the company.

"Cloaking itself in the language of diversity and equality is good for Diageo's business, but it is a lie," read the lawsuit.

It claimed that while the spirits company “conspicuously include images of its black partners in advertising materials and press releases, its words only provide the illusion of inclusion.”

Diageo also released a statement as soon as the lawsuit was publicized, that read: "This is a business dispute, and we are saddened that Mr Combs has chosen to recast this matter as anything other than that."

"While we respect Mr Combs as an artist and entrepreneur, his allegations lack merit, and we are confident the facts will show that he has been treated fairly," they added.