Diageo Reserve GB has announced that it is to launch a new addition to its ultra-premium Cîroc vodka range, French Vanilla.
Inspired by the French style of making luxury vanilla ice cream, the five-time-distilled vodka has been infused with a blend of vanilla, delivering a rich and creamy taste.
The liquid’s flavour profile, paired with Cîroc’s smooth signature character, creates a taste experience with tones of sweet vanilla and a distinctive aromatic background. It has ABV of 37.5% ABV.
Made using high-quality French grapes, the new variant is part of Diageo Reserve’s efforts to engage with consumer interest in luxury and meet demand for ultra-premium flavoured vodkas.
Cîroc French Vanilla will launch globally, including Great Britain, in October 2017 with a recommended twisted modern classic serve of the Cîroc-Star Martini, tapping the ever-growing popularity of the Porn Star Martini.
Citing figures from CGA Research, Nick Temperley, head of Diageo Reserve GB, said: “Ultra-premium vodka is in high demand. The category is up 13.3% by volume, largely driven by Cîroc, which is up 37%.
“The brand is also leading growth in European ultra-premium flavoured vodka, which was up 128% by volume between 2014 and 2016.
“At Diageo, we’re committed to bringing innovative products to our customers to deliver on the consumer search for new and exciting drinking experiences. Cîroc French Vanilla is the latest example of this.”
Cîroc vodka is crafted by master distiller Jean-Sébastien Robiquet and joins other flavours in the range: Cîroc Mango, Cîroc Pink Grapefruit, Cîroc Apple, Cîroc Red Berry, and Cîroc Pineapple. The new expression has a recommended price in retail of £41.05 for 70cl.