Seasonal variant a first for ‘ultra-premium’ brand
SPIRITS giant Diageo has added a touch of sunshine to its Cîroc vodka range with the launch of the brand’s first ever seasonal variant.
Available from May, Cîroc Summer Colada is a limited edition expression based around the flavours of the Pina Colada, incorporating pineapple and coconut flavours.
The summer release is packaged in a white bottle embellished with metallic accents, including a golden orb as part of the logo and a golden cap, which Diageo reckons highlights the brand’s “style credentials”.
The new expression will no doubt help accelerate further growth.
The drinks firm is supporting the launch of Cîroc Summer Colada with a number of suggested serves (see right).
Nick Temperley, head of Diageo Reserve GB, said Cîroc is “performing exceptionally well in both the on and off-trade”.
“Cîroc is leading the way in flavour innovation as the fastest-growing ultra-premium vodka in the UK over the last two years, up 250% in volume and value,” said Temperley.
“The new expression, Cîroc Summer Colada will no doubt help accelerate further growth as consumer demand for new flavour profiles continues to rise.”
The launch of Cîroc’s first seasonal expression follows the roll-out of Cîroc Pineapple and Cîroc Mango, bringing the vodka’s core range to a total of seven variants.