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Diddy Is Suing His Ciroc, DeLeon Spirits Business Partner In the lawsuit, Diddy alleges spirits giant Diageo North America did not market his brands as promised due to being “Black brands.” Previous Article The Rise of the Underdog: Why Holding Groups Won't Work for New Marketing and Media Giants Next Article See How Much More Productive You Can Be with a Pair of Wireless Earphones, Only $37.99