Diageo Reserve is to launch a new apple flavour for luxury vodka brand Cîroc in the UK in December.
The new variant, which will be available in the on- and off-trade, joins a line-up of flavours which are helping to make Cîroc the UK’s fastest-growing super-premium vodka brand.
Following on the success of Cîroc Pineapple in the UK, Cîroc Apple is recommended for sipping neat – part of a growing consumer trend – as well as a base for simple serves and cocktails. It has ABV of 37.5%.
Suggested serves include the Cîroc Big Apple, with 40ml of Cîroc Apple topped with Ocean Spray cranberry juice and garnished with an apple slice, and the Cîroc Apple Martini which is made with 40ml of Cîroc Apple shaken with ice, double-strained and garnished with an apple wheel.
Nick Temperley, head of Diageo Reserve GB, said: “The launch of Cîroc Apple reinforces Cîroc’s credentials as a leader in luxury innovation by responding to current consumer interest in flavoured spirits.
“We know that 52% of white spirit drinkers choose flavoured variants while consumer thirst for luxury vodka continues, positioning Cîroc at the forefront of this trend.
“As we enter the biggest celebratory period of the year, we hope to see the newly developed Cîroc Apple broaden the category and draw new drinkers into the luxury vodka market – in both the UK on- and off-trade channels.”
The apple-infused vodka is the sixth variant to join the seven-strong line-up which also includes Cîroc Ultra-Premium, Cîroc Pineapple, Cîroc Peach, Cîroc Amaretto, Cîroc Coconut and Cîroc Red Berry.
Also launching in the USA in December, Cîroc Apple has the recommended price in retail in the UK of £38.67 for a 70cl bottle.