P. Diddy, the rapper accused of sex trafficking, no longer has business ties with Cognac

He is a global star in the dock, a hip-hop mogul accused of the worst criminal escapades: trafficking for sexual exploitation and extortion. American rapper P. Diddy, 54, whose real name is Sean Combs (but also known under the nicknames Puff Daddy, Puffy or simply Diddy), was arrested in New York on September 16, 2024 and placed in pre-trial detention on the following day.

Targeted for several months by multiple complaints of sexual assault, he pleads not guilty. The indictment describes him as a true predator. In recent days, nearly 120 new victims, including several minors, have come forward.

An immense fortune

These revelations are not only shaking American show business: they are shaking the empire of a multi-millionaire artist, entrepreneur and philanthropist. P. Diddy has earned a lot of money with his music but also and above all his participations in the fashion and spirits industry. In 2019, “Forbes” magazine estimated his fortune at $740 million. His assets are now valued at 400 million, according to the same source.

Like many American rappers, P. Diddy was interested in cognac and the many alcohols produced in Charente, in the sector that specialists call Spirit Valley. He has long had interests in the Cîrcoc vodka brand, produced by the Maison Villevert company on behalf of the Diageo group, a British beer and spirits giant. Today, the contract between P. Diddy and Diageo is terminated. The rapper no longer has any link, direct or indirect, with Cognac and its spirits valley.

Relations between the artist and Diageo had gradually deteriorated. In the spring of 2023, P. Diddy accused the British group of racism. He criticized him for neglecting Cîroc vodka but also DeLeon tequila, treated as “black” brands. Diago, for his part, pointed out the rapper’s “bad faith” and declared himself saddened by the “deterioration of a productive partnership”.

Amicable agreements

The dispute, brought before the courts, was settled amicably. In January 2024, the two parties reached an agreement: P. Diddy withdrew his allegations and his marbles; Diageo became the sole owner of Cîroc and DeLeon. They say that a bad settlement is better than a good trial. The affair would have cost Diageo $200 million, according to “Forbes” which examined a financial publication of the group.

At that time, during the winter of 2023-2024, P. Diddy had many other worries! His former partner, the R’n’B singer Cassandra Ventura, accused him of rape and revealed the existence of “freak offs”, orgiastic evenings. She made public a video from 2016, where P. Diddy lashes out at her, throws her to the ground and kicks her several times. “My behavior in this video is inexcusable,” the rapper declared on Instagram.

Here again, the case was settled amicably, according to a confidential agreement. But other complaints poured in. The scandal broke out.