It all began on Saturday when French initially appeared on DJ SpinKing's Instagram with faint praise for the brand: "Shout out to EFFEN vodka," he said. "That s-t kind of watered down, but I love it."

This good will wouldn't last, though-a few hours later, on his own Instagram, French posted a video in which he throws bottles of EFFEN into the trash. "This is how I feel about your bulls-t," he said in the post. "What the f*ck is this?"

50 Cent wasn't about to take this lying down. A few hours later, he posted a video claiming that Montana is merely a puppet of Puff Daddy, who's Ciroc vodka brand is a competitor of EFFEN.

"Yo, I just seen a clip of French Montana throwing bottles of EFFEN in the garbage," 50 Cent says in the clip. "You know Puffy called him like, 'You said you f-g like that sh*t? You f-g bitch, you want your record out don't you? You f*cking dummy. You f*cking playing? They f-g putting us out of business you f-g a-hole. You better do something!'"