Cîroc is re-launching its bestselling Summer Citrus flavour (37.5% ABV) following the success of its initial launch in 2021 and is set to become a permanent fixture within the no.1 super-premium vodka portfolio[1].
Available in a 70cl format, the liquid is being rolled out now in the off-trade, including wholesale and convenience, as well as the on-trade. Demonstrating its relevance within the flavoured vodka category, which is currently the fastest growing segment in vodka at +51.9%[2], Cîroc Summer Citrus sold out when it launched as a limited-edition flavour last summer.
Cîroc Summer Citrus joins the vodka brand’s esteemed portfolio which includes its original flavour, Red Berry, Pineapple and more. With 50% of those that buy Cîroc in convenience saying they would only ever consider purchasing the premium-vodka brand[3], Summer Citrus is set to capitalise on the brand’s popularity and help to drive sales this summer and beyond.
The Summer Citrus expression combines flavours of sun-kissed blood orange and zesty lime to create the ultimate summer drink. Delivering stand-out on shelf, the striking bottle uses a colour palette synonymous with summer and displays its classic metallised orb in the centre – a characteristic feature of the Cîroc brand. Summer Citrus is best enjoyed as a spritz serve or pour 50ml of the spirit, 150ml orange juice, a splash of cranberry juice and garnish with an orange peel to enjoy a ‘Cîroc Citrus Sunrise’ – a great-tasting serve, perfect for the warmer months.
Samantha Newby, Category Marketing Director, Diageo GB comments: “Cîroc Summer Citrus was a hit when it launched for the first-time last year, so it made sense to relaunch this year during what is set to be an exciting season of celebration, as well as make it a permanent fixture in the existing portfolio. Cîroc leads the way in providing on-trend and high-quality vodka options and this variant is no different. Adding Cîroc Summer Citrus as a permanent flavour is reflective of our commitment to providing high-quality flavoured vodkas to adult drinkers.”
[1] R12M Off Trade Value Growth Nielsen April ’21
[2] CGA & Nielsen Headline Summary Report P13 2021, data to 01.01.22
[3] Incite research, Kin + Carta, 23 April 2020
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