Diddy Suing Over Racist Tequila Deal

Ten years ago Sean Diddy Combs partnered with Diageo for the Deleon Tequila brand [click here if you missed that].  

Now Diddy is accused Diageo of racism...

From TMZ

In the docs, obtained by TMZ, Diddy's team claims he's been in a partnership with Diageo to lead all marketing and innovation. Diddy says, after he sparked booming sales for Ciroc, the companies decided to go in together on DeLeon Tequila.

Unfortunately, per Diddy, Diageo has allegedly turned its back on both him and DeLeon ... to the point that Diddy says it's stifled growth and, more importantly, his bottom line.

Diddy claims, over the years, Diageo has refused to properly market/invest in DeLeon -- while going on to give most of its attention and resources to its other tequila lines like Don Julio or Casamigos. He believes this is racist.

For starters, Diddy alleges Diageo's neglect has risen to startling levels -- he claims his tequila has repeatedly been out of stock at retailers across the country, including huge markets in states like California and New York.

Diddy and co. say they suspect the reason for this is due to the color of his skin ... claiming "Diageo has typecasted Ciroc and DeLeon, apparently deciding they are 'Black brands' that should be targeted only to 'urban' consumers."

Not just that, but he even alleges he's been told by a Diageo exec that he might be getting the support he's wanted if he was Martha Stewart -- again, suggesting they didn't view him as anything more than a megaphone for one specific community.

Bottom line ... Diddy says he's been on his own trying to get DeLeon Tequila off the ground, and now Diageo should have to pay up for failing to live up to its contractual obligations to support his brands, and is asking the Court to order his company gets the same treatment as Diageo's other brands.

He also says he intends to seek billions in damages for Diageo's alleged misconduct in a separate lawsuit