Blog: Diddy shows he's a Diageo man with prod at Patron

James Wilmore | 19 November 2014

Sean 'Diddy' Combs, the US rapper and entrepreneur, has publicly turned against his apparent former favourite Tequlia brand, Patron, now that he is joint-owner of DeLeón Tequila. 

Combs, who agreed a JV deal with Diageo in January to acquire DeLeón, last week posted some disparaging content on his Instagram feed about Patron. In one image, Combs is pictured holding a shovel above an agave plant, with the caption: "Let's have a moment of silence for Mr. Pat Ron. Even though he was a lovely guy... HIS TIME IS UP!!!"

A similar image used the caption: “Dear Mr. Pat Ron . . . Your services will NO LONGER BE NEEDED!”

Times have changed. Combs once name-checked Patron in a verse he sang on Notorious B.I.G.’s song “Nasty Girl”. He also once posted a photo of himself receiving a bottle of the high-end Tequila from the brand's founder John Paul DeJoria, according to the website pagesix.com.

Clearly the time is right for Mr Combs to distance himself from his former favourite.

Sectors: Spirits

Companies: Diageo

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