Sean ‘Diddy’ Combs’s row with Diageo deepens as court unseals business details

Combs says Diageo’s treatment of DeLeon worsened after it bought two competing tequila brands – Don Julio in 2014 and Casamigos in 2017 (Jordan Strauss/Invision/AP)

Sean “Diddy” Combs is asking the New York Supreme Court to enforce a 2021 agreement requiring spirits seller Diageo to treat his DeLeon tequila brand “at least as favourably” as its other tequila brands.

The rapper, producer and entrepreneur signed an agreement with Diageo – which owns more than 200 brands including Guinness beer and Tanqueray gin – after what he says were years of neglect for DeLeon, a brand he established with the London firm in 2013.