New Ciroc flavour lands in the UK
Diageo has brought a Red Berry flavour of its Ciroc super-premium vodka to the UK.
The flavour was launched in the US in 2010 and the company sees sales potential in the UK where combined CGA and Nielsen figures show total market annual growth of 19.5% for flavoured vodka in the year to June.
That growth has been fuelled by Diageo’s heavy support for various flavours of its mainstream Smirnoff vodkabrand.
The Red Berry version of Ciroc joins Coconut in the brand’s UK portfolio.
Nick Temperley, head of Diageo’s premium Reserve Brands division,said: “This launch is a clear demonstration of our commitment to the brand and the fast-growing super-premium vodka category.”
Ciroc is made from French grapes and is famous for appointing rapper Sean Combs (aka P Diddy) as brand ambassador in 2007.