Diageo and Sean 'Diddy' Combs unveil new Cīroc vodkas

04 February, 2010

US: Diageo has unveiled two new brand extensions for its ultra premium Cīroc vodka. Cīroc  Red Berry and Cīroc  Coconut are now available across the country and the new extensions will support events like the 'Big Game' in Miami, basketball's All Star weekend in Dallas, Fashion Week in New York and the Oscars in Los Angeles. The product launch party is to feature music from Wyclef Jean.

Sean ‘Diddy’ Combs, who entered into a strategic marketing alliance with the ultra-premium spirit more than two years ago, said: "I spent a considerable amount of time working with Cīroc liquid specialists to create two bold and unexpected flavours.

"We set out to produce flavours that have an amazing taste profile smooth enough to mix in any cocktail or to sip straight on the rocks.  I believe we achieved this goal, providing consumers a new and delicious way to celebrate in style."

Like original Cīroc vodka, the new flavours are made using French grapes that are cold fermented and distilled five times.  The final distillation uses a traditional copper pot still. The vodka is then carefully blended with all-natural ingredients - raspberry and strawberry essences for Red Berry and coconut and a hint of ‘other tropical fruit’ for Coconut.

Launching nationally on February 1, 2010, Cīroc  Red Berry and Cīroc Coconut will be available in 50mL, 375mL, 750mL, 1L and 1.75L sizes. The flavors will be priced at parity to Cīroc‘s base brand with a suggested retail price of $30.00 for a 750mL bottle. The new liquids are 35% ABV.  


Dominic Roskrow

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