Following a lawsuit, Diageo terminated its 15-year collaboration with Diddy

Sean «Diddy» Combs and Diageo have severed their relationship, ending a successful 15-year collaboration that recently resulted in a racial discrimination lawsuit.

In a lawsuit filed last month, Diddy claimed that Diageo had ignored and undermarketed his DeLeón tequila and had dismissed it as a «urban» product in its marketing.

Diageo, a company based in London that produces well-known alcoholic beverages including Smirnoff vodka and Johnnie Walker whisky, argued in opposition, calling this claim «baseless.» Diageo claimed in a statement obtained by CNN that Diddy had «clearly broken his contracts» and that «we have no choice but to… end our business relationship» due to his «bad-faith actions.»

Diddy charged Diageo with neglecting to sell his spirits, which also include Ciroc vodka, in a way that was consistent with how it promoted its other brands, such as Don Julio and the Casamigos line, which was developed by George Clooney. In response, Diageo stated that the agreement has helped him «amass nearly $1 billion dollars.»

Attorneys for Combs Wines and Spirits said Diageo’s attempts to cancel the collaboration were «like firing a whistleblower who calls out racism» in a statement given to The Associated Press on Tuesday.