Cîroc vodka moves into brandy
Diageo has made its debut in the brandy category with the launch of a VS expression under its Cîroc vodka line.
Cîroc VS Fine French Brandy is produced in the south of France by master distiller Jean-Sébastien Robicquet.
A selection of each harvest is distilled in traditional alembic copper pot stills and matured in French oak barrels. It is then blended with aged brandies, resulting in “rich” notes of fresh fruit, vanilla and a hint of French oak.
The expression has been created to tap into the “resurgence of brown spirits”, and is recommended enjoyed neat, on the rocks or in cocktails.
The packaging for Cîroc VS features the brand’s “iconic” orb rendered in a wood grain effect.
“I thrive on opportunity. Cîroc consumers drink aged brown spirits alongside Cîroc Vodka, so it was obvious that it was time to take Cîroc further than it had ever gone. Cîroc VS is changing the game,” said Cîroc partner and rapper Sean ‘Diddy’ Combs.
The roll-out will kick off with an eight-city tour beginning on 18 June in New York and continuing through summer.
Cîroc VS Fine French Brandy is available for an RRP of US$35.99 at select retailers in New York, Los Angeles, Washington DC, Houston, Miami, Atlanta, Detroit and Las Vegas and online.