Diageo introduces $250 Cîroc Ten Vodka

Diageo is to introduce Cîroc Ten to the US next month, an ultra-premium brand extension of Cîroc vodka that will command US$250 per bottle.

Cîroc Ten is a limited edition, ultra-premium brand extension from Diageo’s Cîroc Vodka

Cîroc Ten is made using a blend of fine French grapes, including the first harvest grapes of 2013 vintage, which are said by vintners to be the crispest of the harvest.

Presented to award nominees at the Grammys in March as part of Diageo’s awards partnership, Cîroc Ten will be given a more widespread roll out across key locations in the US and global travel retail from April.

Further, mature vodka markets will receive the product in time, although less than 10,000 cases will be available annually.

Rudy Aldana, global marketing manager for Cîroc, said: “The ultra-premium segments are growing at a fast rate, and there is still opportunity to premiumise further on Cîroc vodka, which is why we have launched an ultra-premium version.

“Vodka is one of those categories which is great for a night out; it’s an easy mixing spirit and is something that always marks celebrations. We see that if an economy grows, vodka does well. Right now the macroeconomic environment in the US gives us positives around what ultra-premium vodkas could achieve in the next couple of years.”

The expression was first unveiled in February by brand co-owner Sean “Diddy” Combs, who posted a teaser video of the round blue bottle on his Instagram page.

Cîroc Ten is the latest ultra-premium brand extension from an already super-premium vodka, and follows the likes of Grey Goose VX, elit by Stolichnaya, and Absolut Elyx.

For more on Cîroc Ten, the US vodka market and premiumisation, see the April issue of The Spirits Business: The Vodka Issue.