Diageo is launching its super-premium vodka brand, Cîroc, in the ready-to-drink (RTD) category with Cîroc Summer Citrus (5% ABV, rrp: £2.85) and Cîroc Tropical Passion (5% ABV, rrp: £2.85) in 250ml formats.
The launch of Cîroc Summer Citrus and Cîroc Tropical Passion will be supported by a marketing campaign running across social and digital.
Cîroc brand manager Diageo GB Conor Brown said: “Our core Cîroc range has performed well for many years across the off-trade, with our flagship Cîroc Blue Dot vodka variant owning the highest rate of sale across the super-premium vodka category[5]. Cîroc is also well known for flavour innovation, having made our popular limited-edition flavour variants, like Summer Cirtus, a permanent fixture of the portfolio due to demand.
“The brand’s move into the RTDs space feels like a natural progression, giving our customers across the grocery, wholesale and convenience channels the opportunity to excite and intrigue their shoppers with brand-new, super-premium RTD options. Particularly as we approach the summer, the new range is ideal for attracting shoppers who are on the go, attending festivals, planning get-togethers with friends such as BBQs and picnics, and looking to elevate those occasions with a more premium option.”
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