Diageo, the parent company of tequila brand DeLeon, has raised the issue of rape claims against Sean ‘Diddy’ Combs in recent conversations in the company’s renewed push to keep the record producer from becoming involved in upcoming advertisements for the liquor line.
The brewing company has requested that Combs not be part of any DeLeon product promotions as allegations have circulated for years that Combs raped a former Bad Boy Records artist back in the 1990s.
The allegations resurfaced at the beginning of the year in the documentary Lifting the Veil: Death Row Chronicles. In the documentary, former Death Row Records head Suge Knight details a sexual assault allegation against Combs in his capacity at the head of Bad Boy.
In response to the documentary, Combs released a statement denying any wrongdoing.
“The allegation that I raped or sexually assaulted any woman is unequivocal false, incredibly hurtful to me and my family and something I have never done and would never do…”
Diageo firmly stands by its decision not to allow Combs to be part of any upcoming advertising campaigns for DeLeon, despite his denial of the allegation.
“We take these allegations seriously and continue to monitor the developments closely,” a company spokesperson said. “In light of this, Diageo has made it clear that there will be no involvement by Mr Combs in any DeLeon advertising campaigns.”
The brewing company has long been at odds with Combs over his involvement with the tequila brand, which is a premium line of booze. Last year, Combs made his planned endorsement of DeLeon official, but Diageo sought to block his involvement in ads for the product.
The brewing giant argued that Combs’ presence risked damaging the reputation of the brand, citing the unresolved sexual assault allegation. It is this round of discussions that have again brought the unresolved accusation to the forefront.
Diageo is standing firm on its position and has made it clear that Combs will not be part of any DeLeon advertising campaigns until the allegations are resolved.