Cîroc, the luxury vodka brand from Diageo, has announced a new limited edition, ‘Summer Citrus’ to its portfolio.
Available in a 70cl format, the new expression combines fine French grapes with hints of sun-kissed blood orange and zesty lime.
“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,” commented Laura Pearce, category marketing director at Diageo GB.
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.
Sales of flavoured vodka variants are accelerating, with the segment having experienced a 39 per cent growth in the off-trade [Nielsen]. With total value sales of Cîroc up by 28 per cent, the super-premium vodka brand is at the forefront of innovation with the new launch aligned with current and seasonal consumer trends.
Summer Citrus (RRP £35.90; 37.5% ABV) will be available in selected retailers and wholesalers from 10 May and available in the on-trade later this year.
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