Diageo’s super-premium vodka brand, Cîroc, is releasing a new limited-edition flavour, Cîroc Limonata (37.5% ABV) in time for the summer. The latest innovation is available in a 70cl format across convenience, wholesale, the on-trade and online on Amazon from April onwards.
Inspired by Mediterranean luxury, Cîroc Limonata blends the smooth taste of vodka distilled from fine French grapes and infused with the sweet citrus flavour of fresh lemons. The new variant taps into the growing demand for flavoured vodka amongst consumers, with the category experiencing 14.1% growth in the pub sector over the last year[1], whilst flavoured vodka is worth nearly £33m each year in impulse convenience[2]. With a bold white and yellow bottle to showcase the fresh flavour of citrus, the vibrant bottle will stand out on any backbar or shelf in-store.
Cîroc Limonata can be enjoyed mixed with lemonade or as part of a Limonata Spritz cocktail, leaning into the popularity of spritz serves which is currently the fifth most popular cocktail serve in the UK[3]. With the cocktail category continuing to be popular in the GB market[4], and demand for premiumisation on the rise with 49% of adults buying premium alcoholic drinks[5], Cîroc Limonata perfectly taps into this trend as it can be used as a base for simple, yet premium quality serves. Simply mix with 100ml lemonade and 50ml prosecco and garnish with wedges of squeezed lemon and a mint sprig to create a ‘Limonata Spritz cocktail’ – the perfect sip of European summer.
Offering consumers the refreshing taste of citrus, the limited-edition SKU is the perfect spirit for consumers to enjoy over the summer, whether at home with friends or on a special night out. The launch follows the success of Cîroc Summer Citrus (35% ABV) and Cîroc Tropical Passion (37.5% ABV), which have been the brand’s most popular and highest performing innovations from the past few years[6].
Beth Weston, Marketing Manager for Luxury Spirits said: “As one of the biggest super-premium vodka brands in the GB market[7], Cîroc is well known for flavour innovation, and we are thrilled to be unveiling a brand-new, limited-edition flavour across both on and off-trade channels in time for summer.
“Having taken inspiration from the Mediterranean summer, this flavourful citrus spirit is the perfect accompaniment to serves both at home and in venues. Cîroc Limonata is the ideal option for consumers who are looking to enjoy get-togethers by elevating summer social occasions to help people create memorable experiences.”
RRP: £40.99*
*Recommended retail price only. Retailers are free to set their own prices.
[1] CGA OPMS Data Value Sales 52 weeks to 27.01.2024
[2] Nielsen L52W to 4.11.2023
[3] CGA Mixed Drinks Q3 2023
[4] CGA Mixed Drinks Q3 2023
[5] Mintel Consumer Spending February 2024
[6] Nielsen, Total Coverage, 06.01.2024
[7] CÎROC is the second-largest super premium vodka brand in GB (Nielsen, Total Coverage, 06.01.2024)
Comments are closed.