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(NewsNation) — As the world remains slack-jawed in the wake of all the accusations against Sean “Diddy” Combs, eagle-eyed observers are noting that Ciroc vodka or Deleon tequila was prominent at almost every major party Diddy threw.
Diddy signed on to be the face of Ciroc in 2007 and, with Diageo, bought DeLeon Tequila in 2013. According to documents in a now-resolved lawsuit between them, in the ensuing years, Diddy made almost $1 billion from the company.
“As part of a deal with Cîroc’s parent company, the liquor giant Diageo, [Diddy] agreed to market the vodka in exchange for a cut of sales. Six years later, he formed a joint venture with the company, launching the tequila brand DeLeón,” Business Insider said.
And Diddy marketed the best way he knew how: By throwing “exclusive” parties, including his White Parties, parties on yachts and other events… all of which people are now saying would devolve into his Freak Off orgies.
“They were an add-on,” a source smirked.
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NEW YORK, NY – NOVEMBER 20: (L-R) Kenny Burns, Sean ‘Diddy’ Combs, Mr Rugs and James Cruz attend Deleon Tequila Launch Party at Cedar Lake on November 20, 2014 in New York City. (Photo by Johnny Nunez/WireImage) -
NEW YORK, NY – NOVEMBER 20: Sean ‘Diddy’ Combs attends Deleon Tequila Launch Party at Cedar Lake on November 20, 2014 in New York City. (Photo by Johnny Nunez/WireImage) -
NEW YORK, NY – APRIL 27: Rapper/actor Sean Combs attends the world premiere of “Can’t Stop, Won’t Stop: A Bad Boy Story” co-supported by Deleon Tequila during the 2017 Tribeca Film Festiva at Beacon Theatre on April 27, 2017 in New York City. (Photo by Jim Spellman/Getty Images for Deleon Tequila ) -
LOS ANGELES, CA – JUNE 21: Joey Badass toasts to Sean “Diddy” Combs and the world premiere of Can’t Stop Won’t Stop at the official after party powered by CIROC Vodka and Deleon Vodka at a private residence on June 21, 2017 in Los Angeles, California. (Photo by Jeff Kravitz/FilmMagic) -
NEW YORK, NEW YORK – MAY 01: Diddy attends The After hosted by Diddy & Doja Cat powered by Ciroc Premium Vodka and DeLeon Tequila at Club Love on May 01, 2023 in New York City. (Photo by Shareif Ziyadat/Getty Images) -
NEW YORK, NEW YORK – MAY 01: Diddy attends The After hosted by Diddy & Doja Cat powered by Ciroc Premium Vodka and DeLeon Tequila at Club Love on May 01, 2023 in New York City. (Photo by Shareif Ziyadat/Getty Images)
The lucrative deal came to an end earlier this year after Cassie Ventura filed her lawsuit against Combs… which was settled within a day for a rumored $30 million.
Within days, other lawsuits were filed against Combs for sex assault, sex trafficking among other things. Months later, Combs was arrested for racketeering conspiracy, sex trafficking and transportation to engage in prostitution.
At the time of the split, the Diageo lawyers wrote: “Mr. Combs is well aware that these lawsuits make it impossible for him to continue to be the ‘face’ of anything.” Combs was given $200 million and walked away.
But now Combs faces eventual bankruptcy — retaining $1500 an hour lawyers to fight for his freedom and his civil cases… and looking at millions of dollars in payouts to victims. Diddy also still owns homes around the country which cost at least $2 million to maintain in insurance and electric bills alone (he is currently trying to offload his Los Angeles mansion for $62 million).
While a $200 million war chest sounds like a lot — there is no income coming in and Diddy victims are now looking for deeper pockets of enablers to sue.
David Ring, a civil litigation lawyer in Los Angeles who represented a Harvey Weinstein victim, told me: “(Diageo) is definitely exposed to being sued, for sure… These companies that were marketing these parties exposed themselves to a potential lawsuit. Now, look, there’s there’s a lot that’s got to be proven in order to hold them liable. But if you can show that some person at one of those companies knew, or should have known, what was taking place at any of these ‘Freak Offs,’ they’re going to be dragged into these lawsuits as well.”
It is not known whether Diageo executives or representatives attended the Diddy parties. We have reached out for comment, but Diageo did not respond to our emails.
Ring believes that if it can be proved that Diageo executives attended and stayed until the end – or knew what happened, they could be in trouble.
“I suspect for the next few weeks, we’re going to keep seeing more and more of these lawsuits, and I suspect at some point you’re going to see some of these corporate entities being named as well,” Ring said.
Earlier this week Macy’s was named in a lawsuit that claimed the department store covered up a violent 2008 sexual attack, in which the defendant claims he was orally raped by Combs at its flagship Herald Square, Manhattan, store to protect a “multi-million-dollar” deal with Combs’ clothing brand, Sean John.
“You’re going to see some of these, some of these companies out there, being dragged into the litigation,” Ring said.
Executives at Diageo didn’t return emails seeking comment.