Cîroc has expanded its RTD range with the addition of Red Berry Sparkling Vodka Drink (5% ABV).
It follows the launch of Cîroc Summer Citrus (5% ABV) and Cîroc Tropical Passion (5% ABV) earlier this year, contributing to a 1% growth in the total RTD segment, according to Nielsen.
The latest innovation brings Cîroc’s top performing flavoured vodka in the brand’s 70cl range to consumers in search of flavours in a convenient 250ml RTD canned format.
Cîroc Red Berry Sparkling Vodka Drink (RRP £2.85) combines the crispness of a vodka premix with the flavour of ripe strawberries and succulent raspberries.
The new variant enables retailers to tap into the “rising popularity of RTDs, which is the fastest growing segment within the total alcohol category”.
Michael Sotnick Cîroc brand experience manager at Diageo GB said: “With flavoured vodka worth £28.5m in impulse convenience and the RTD category growing by 7.5% in the convenience channel, there is an opportunity for Cîroc to expand its offering and introduce both new and existing consumers to our ultra-premium flavours in accessible, easy-to-drink formats, helping to elevate a wide variety of consumption occasions from picnics in the park to celebrations with friends and family at home.
“We’re therefore delighted to be launching the new Cîroc Red Berry Sparkling Vodka Drink, giving our customers across the wholesale and convenience channels the opportunity to drive interest amongst shoppers with innovative RTD options and premium flavours they know and love.”
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