Diageo Reserve has unveiled a new flavour to extend the Cîroc vodka range in the UK.
Cîroc Mango blends the grape-based spirit with creamy Carabao mango, delivering bright, tropical notes with tangy citrus, bottled at ABV of 37.5%.
Mango was chosen as it was found to be at the forefront of consumers’ search for authentic and interesting flavour profiles including tropical tastes.
It builds on the success of the brand’s other flavours including Pink Grapefruit, Apple, Pineapple and Red Berry. It is being launched in the UK on and off-trade in line with a wider global roll-out.
Crafted by master distiller Jean-Sébastien Robicquet, the new flavour is recommended in a variety of serves, including on its own, over ice or mixed with champagne for a Cîroc Mango Mimosa.
It was previewed in the Cîroc brand’s heartland of the luxury fashion world, including activity during London Fashion Week this month.
Diageo Reserve will be supporting the launch in trade with a visual approach designed to support experimentation and sales in both the on- and off-trade. Point-of-sale materials, including recipe cards, will be distributed nationwide.
Nick Temperley, head of Diageo Reserve GB, said: “The luxury flavoured vodka category has seen rapid growth of 211% over the last three years, driven largely by Cîroc’s portfolio of variants. Mango ranks among the top three flavours that premium vodka drinkers want to try.
“In light of this, we hope to see the brand’s latest innovation build on the most recent successes of Cîroc Pink Grapefruit and Cîroc Pineapple, and engage with new and existing consumers to further drive both Cîroc and the wider category.
“The new portfolio addition has been carefully crafted to ensure it retains the luxury credentials the brand is known for, whilst delivering a balanced mango flavour, which can be enjoyed in simple serves and cocktails.
“Cîroc is the UK’s number-one super-premium vodka and is making big gains in both the on- and off-trade, significantly outperforming the category, up 53.9% by value.
“Consumer and trade perceptions of vodka as a sector are shifting as bartenders experiment with the spirit and explore its potential, and consumers engage with vodka innovations in the off-trade.”
