Diageo is debuting its Cîroc vodka brand in the ready-to-drink (RTD) segment with the launch of Summer Citrus and Tropical Passion varieties.
Both flavours (5% ABV each) are available in 250ml cans at an RRP of £2.85. Their launch comes as the RTD segment is the fastest growing within total alcohol, according to Nielsen, with premium options driving the growth by 33% in recent months.
The two flavours come from Cîroc’s most popular innovations from the past few years mixed with lemonade.
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Conor Brown, Cîroc brand manager at Diageo GB, said: “Our core Cîroc range has performed well for many years across the off-trade, with our flagship Cîroc Blue Dot vodka variant owning the highest rate of sale across the super-premium vodka category. Cîroc is also well known for flavour innovation, having made our popular limited-edition flavour variants, like Summer Citrus, a permanent fixture of the portfolio due to demand.
“The brand’s move into the RTDs space feels like a natural progression, giving our customers across the grocery, wholesale and convenience channels the opportunity to excite and intrigue their shoppers with brand-new, super-premium RTD options. Particularly as we approach the summer, the new range is ideal for attracting shoppers who are on the go, attending festivals, planning get-togethers with friends such as BBQs and picnics, and looking to elevate those occasions with a more premium option.”
The launch will be supported by a marketing campaign across social and digital.
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