Diageo is extending its super-premium vodka brand Cîroc with the launch of a new flavoured variant in the UK: Cîroc Red Berry.
Available nationally in both the on- and off trade from this week, it has been developed to provide bars and clubs with the opportunity to drive incremental sales within the growing super-premium vodka segment.
The flavoured vodka category is one of the biggest growth areas for spirits in the on-trade, with consumers increasingly looking to experiment with new and interesting tastes.
Nick Temperley, head of Reserve Brands at Diageo, said: “Cîroc is the fastest-growing super-premium vodka in Great Britain today and I am very excited that Cîroc Red Berry is now available to consumers.
“This new flavour will build on the fantastic popularity of Cîroc Coconut, providing consumers with another uniquely flavoured luxury vodka.
“The smooth finish and bold flavour of Cîroc Red Berry can be enjoyed in cocktails or on the rocks, and this launch is a clear demonstration of our commitment to the brand and the fast-growing super premium vodka category.”
Cîroc vodka is growing at 58% in volume sales across the total trade, according to figures from Nielsen and CGA, outperforming premium vodkas generally, which are currently showing strong growth of 19.5% year on year.
Inspired by a heritage of wine making and distilling going back to the 16th century, Cîroc combines traditional techniques with contemporary processes to create a vodka made exclusively from French grapes.
Cîroc Red Berry, which is flavoured with wild raspberry and strawberry, was introduced in 2010 in the US where other flavours include Amaretto and Peach.
