Sean 'Diddy' Combs is suing Diageo, accusing the drinks big of neglecting his vodka and tequila manufacturers and treating them as inferior "urban" merchandise.

The lawsuit, filed with the New York Supreme Court in Manhattan, claims Diageo North America starved Combs's Ciroc vodka and DeLeon tequila of sources whereas showering consideration on different celeb manufacturers.

Combs, who's black, claimed Diageo management instructed him his race was one of many causes it restricted distribution to city neighbourhoods.

According to the authorized motion, the US rapper, producer and entrepreneur was additionally instructed that some Diageo leaders resented him for making an excessive amount of cash.

"Cloaking itself in the language of diversity and equality is good for Diageo's business, but it is a lie," the lawsuit mentioned.

"While Diageo may conspicuously include images of its black partners in advertising materials and press releases, its words only provide the illusion of inclusion."

Combs's connection to Diageo dates again to 2007, when the corporate approached him about Ciroc.

The London-based agency owns greater than 200 manufacturers together with Guinness stout and Tanqueray gin.

Diageo denied allegations of racism. "This is a business dispute, and we are saddened that Mr Combs has chosen to recast this matter as anything other than that," it mentioned in a press release.

"While we respect Mr Combs as an artist and entrepreneur, his allegations lack merit, and we are confident the facts will show that he has been treated fairly."

In the lawsuit, Combs, 53, mentioned he intends to hunt billions of {dollars} in damages in different authorized proceedings in opposition to Diageo.