Diageo Cites Diddy's Settlement with Cassie in Renewed Push Oust Him

Earlier this year Sean 'Diddy' Combs filed a lawsuit against his business partner, Diageo Beverages, accusing them of discriminating against his tequila and vodka brands [click here if you missed that]. 

Now Diageo is citing Diddy's recent settlement with Cassie Ventura [click here if you missed that], as reason to remove him...

From NBC News

Sean “Diddy” Combs, who settled rape and abuse allegations with the singer Cassie last week, faces growing scrutiny in the midst of his push to refresh and expand a business portfolio he spent decades cultivating.

In a letter filed with a New York court Friday before the settlement, the London-based spirit maker Diageo cited the accusations to bolster its monthslong effort to prevent Combs from serving as the face of DeLeón tequila, which he has run in a joint venture with it for a decade.

The letter came after a series of lawsuits Combs filed against Diageo, whose other brands include Johnnie Walker, Don Julio and Smirnoff.

In recent months, Diageo has argued in court documents that Combs’ accusations of racism, which it denies, have already made him an ineffective spokesperson. The new “public and disturbing accusations” against him risk “devastating and permanent damage” to the tequila brand, the company said Friday, adding that one influencer had already asked to cut ties with DeLeón on moral grounds.

In its court letter, Diageo pointed to a statement by Combs' lawyer to The New York Times indicating he was aware that Cassie wanted to expose details of their relationship for at least six months before they emerged publicly. That period, the company said, “happens to correspond with the pendency of Combs Wines’ original lawsuit against Diageo.”