Cîroc vodka moves into RTDs
Diageo-owned Cîroc has entered the ready-to-drink (RTD) category with a canned vodka Spritz in four flavours.
By Nicola Carruthers
Cîroc Vodka Spritz is available in four 355ml canned variants: Watermelon Kiwi, Sunset Citrus, Pineapple Passion, and Colada.
Each 7% ABV expression is made with vodka, soda water and ‘natural’ flavours, without the use of artificial sweeteners.
Diageo will release the range this Friday (1 April) in collaboration with Cîroc partner, rapper Sean ‘Diddy’ Combs.
Combs said: “Breaking into the RTD category is a landmark moment for the brand and we’re excited to launch a line of spirits that bring a new energy and audience segment to the growing market.
“With nearly 15 years’ leading the brand and having historic success growing the Cîroc portfolio, I’m looking forward to making Cîroc Vodka Spritz the number one brand in the category.”
Combs is said to have been directly involved in creative and marketing, and worked with Diageo on the product development.
“Cîroc Vodka Spritz gives you the best of both worlds: the luxurious crispness of a vodka cocktail, conveniently served up in a beautiful, ready-to-drink can,” said Edward Pilkington, chief marketing and innovation officer, Diageo North America.
“We are excited to have Cîroc join the ever-growing ready-to-drink portfolio at Diageo as we continue to innovate ways to bring convenience and quality to our consumers.”
The canned range will be a permanent addition to the brand’s portfolio and will be on US shelves this week, priced at RRP US$16.99 per four-pack.
The launch will be supported by ‘culturally relevant’ talent partners, musicians, events and more. A summer programme is also planned.
In February this year, Combs and the vodka brand launched the latest instalment of the #CirocStands campaign in celebration of Black Excellence Month.