Cîroc the luxury vodka brand, is adding ‘Summer Citrus’ (37.5% ABV) to its esteemed portfolio. Available in a 70cl format, for a limited time only, the new expression combines fine French grapes with hints of sun-kissed blood orange and zesty lime to create the ultimate summer drink. Summer Citrus will be available in selected retailers and wholesalers from 10th May and available in the on-trade later this year.
Sales of flavoured vodka variants are accelerating, with the segment having experienced a 39% growth in the off-trade[1]. With total value sales of Cîroc up by 28%[2], the super-premium vodka brand is at the forefront of innovation with the new launch aligned with current and seasonal consumer trends.
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. The launch of Cîroc Summer Citrus will also be supported with a consumer marketing campaign.
Laura Pearce, Category Marketing Director, Diageo GB at Diageo comments: “Cîroc vodka is renowned for its super-premium quality and diverse portfolio which caters to all celebratory occasions. We are extremely excited about the latest launch, Summer Citrus, as it offers consumers something new just ahead of the summer season. Cîroc Summer Citrus is best served over ice with soda water or lemonade”
[1] R12M Off Trade Value Growth Nielsen April ’21
[2] R12M Off Trade Value Growth Nielsen April ’21
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