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Diageo is debuting its super-premium vodka brand, Cîroc, in the ready-to-drink (RTD) category with the launch of two brand-new sparkling vodka drinks – Cîroc Summer Citrus (5% ABV) and Cîroc Tropical Passion (5% ABV) – available in 250ML formats across the grocery, wholesale and convenience channels.

The RTD segment is the fastest growing within the total alcohol category[1], and premium options have driven this growth by +33%[2] in recent months. Cîroc Summer Citrus and Cîroc Tropical Passion aim to give retailers an opportunity to tap into the macro trend for affordable indulgence and provide consumers with a sense of luxury when enjoying an RTD format.

Celebrating Cîroc’s most popular and highest performing innovations from the past few years[3], Cîroc Summer Citrus and Cîroc Tropical Passion, will now be expertly mixed with deliciously sweet and sparkling lemonade in a convenient format, creating the perfect serve every time. Playing to the strength of the brand equity, during consumer taste tests, 82% of those surveyed said they would intend to purchase the new SKUs[4].

Conor Brown, Cîroc Brand Manager, 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[5]. Cîroc is also well known for flavour innovation, having made our popular limited-edition flavour variants, like Summer Cirtus, 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 cans have been designed to lean into the brand’s position as one of the biggest super premium vodka brands in the GB market[6]. Vibrant ombre backgrounds bring to life the blend of flavours within each can, with gold foil and accents creating a luxury look and feel. The iconic Cîroc Orb takes a leading position, aiming to align the new SKUs with the recognisable range of flavour vodkas in Cîroc’s portfolio.

The launch of Cîroc Summer Citrus and Cîroc Tropical Passion will be supported by a disruptive marketing campaign across social and digital, making the launch unmissable to shoppers throughout the summer months and beyond.

[1] Nielsen, Total Coverage, 06.01.2024 (latest 24 week data) – RTD remains the fastest growing category in TBA at +5.5% in L24 weeks

*Recommended retail price only. Retailers are free to set their own prices.

[2] Nielsen, Total Coverage, 06.01.2024 (latest 24 week data) – Premium RTDs driving strong growth at +33%

[3] Nielsen, Total Coverage, 06.01.2024

[4] MMR DATA 2023

[5] Nielsen ScanTrack, L52W to 09.09.23

[6] Cîroc is the second-largest super premium vodka brand in GB (Nielsen, Total Coverage, 06.01.2024)

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