Amid Lawsuit Against Beam Suntory, 50 Cent Stirs up Drama With P Diddy and Cîroc Vodka

Curtis ”50 Cent” Jackson attending a bottle signing event for his Branson Cognac and Chemin du Roi champagne at Stew Leonard’s in Paramus, New Jersey, on February 21, 2024. (Photo: Kyle Mazza/NurPhoto via AP)

Rapper, businessman and drama magnet Curtis “50 Cent” Jackson has inserted himself into the ongoing legal troubles surrounding P Diddy and his former vodka brand Cîroc.

Diddy, who at one point collaborated with spirits giant Diageo to launch Cîroc Vodka and DeLeón Tequila, was officially cut from both brands in January amidst numerous sexual assault allegations against the rapper. Diddy had attempted to sue Diageo months before for alleged mismanagement, though the suit was eventually dropped.

On Tuesday, Media Takeout reported that Diageo executives were interested in bringing on Jackson as the new face of Cîroc Vodka.  According to unnamed insiders, Jackson was the “initial top choice as a brand ambassador,” and the company was considering an up to $100 million a year deal to lure him back.

At first, Jackson appeared to fan the flames of the rumor, reposting the article on Instagram with the caption: “Good morning people start the day off with positive energy, and make what your heart desires happen.” Jackson also conspicuously tagged his alcohol brands Branson Cognac and La Chemin du Roi Champagne.

 

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Within a day, Jackson publicly reversed course.

Sandwiched between a rapid-fire series of posts headlining Diddy’s numerous legal issues, Jackson wrote: “I Own my brands I wouldn’t be an ambassador for Ciroc, ?I haven’t seen anybody drinking that shit lately it’s over. LOL.” Once again, Jackson tagged his cognac and Champagne brands.

Over the past week, Jackson has had much to say about the media attention surrounding Diddy, with whom he’s had a long-running feud since 2006. Accompanied by slogans like “Now it’s not Diddy do it, it’s Diddy done,” Jackson has threatened to leak incriminating evidence and release a documentary detailing the allegations.

In an intriguing twist that parallels Diddy’s lawsuit against Diageo, Jackson is currently waging a legal battle against international spirits firm Beam Suntory.

In March, Jackson accused Beam Suntory of an elaborate $6 million embezzlement scheme involving Sire Spirits, the producer of Branson Cognac and La Chemin du Roi Champagne. Beam “vehemently” denies the accusations, claiming that Jackson is attempting to “misrepresent the facts and misdirect blame in an attempt to recover fees and damages.”

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