Ciroc Amaretto rolls out across US market

Ciroc and rap star Sean “Diddy” Combs have launched the first amaretto vodka as the brand ventures further into the domain of flavoured spirits.

Ciroc Amaretto joins top-selling Ciroc Peach, Ciroc Coconut and Ciroc Red Berry in the brand’s flavoured vodka portfolio

The new expression has an cherry and almond flavour infused with vanilla and joins Ciroc’s flavoured vodka range which includes top-selling Ciroc Peach, Ciroc Coconut, and Ciroc Red Berry.

Sean “Diddy” Combs – who has been previously known as P Diddy and Puff Daddy – has been involved with Ciroc since 2007 when he agreed to be spokesperson for the brand with the stipulation of a 50% return on profits.

He said: “Anyone who knows me knows I love to innovate, whether it’s to do something no-one else has done before, or take something everyone knows and completely reinvent it”

“I am excited to introduce the world to our newest creation. Ciroc stands alone as the only brand in the spirits category to produce three of the top five selling flavoured vodkas. Ciroc Amaretto will build on this success with a delicious tasting spirit.”

Bottled at 35% abv, Ciroc Amaretto will now roll out across the US at an RRP of $34.99.

“Consumers are at the heart of everything we do at Diageo, and admirers of Ciroc are highly engaged with the brand,” said Roderick Blaylock, brand director at Ciroc Ultra Premium Vodka.

“We believe that Ciroc Amaretto will be received with the same enthusiasm as Ciroc Peach, Ciroc Coconut, and Ciroc Red Berry.”