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Cîroc launches RTD duo
Diageo-owned vodka brand Cîroc has released two ready-to-drink (RTD) flavours: Summer Citrus and Tropical Passion.
Both expressions have been mixed with sparkling lemonade and have a 5% ABV. The brand said the two RTDs are based on its ‘most popular and highest-performing innovations from the past few years’, including the Summer Citrus spirit drink released in 2021.
Before getting the cans on the market, the brand conducted consumer taste tests that revealed 82% of those surveyed would buy the products.
Conor Brown, Cîroc brand manager for Diageo GB, said: “Our core Cîroc range has performed well for many years across the off-trade, with our flagship Cîroc Blue Dot vodka variant owning the highest rate of sale across the super-premium vodka category.
“Cîroc is also well known for flavour innovation, having made our popular limited edition flavour variants, like Summer Citrus, a permanent fixture of the portfolio due to demand.
“The brand’s move into the RTD space feels like a natural progression, giving our customers across the grocery, wholesale and convenience channels the opportunity to excite and intrigue their shoppers with brand-new, super-premium RTD options.
“Particularly as we approach the summer, the new range is ideal for attracting shoppers who are on the go, attending festivals, planning get-togethers with friends such as barbecues and picnics, and looking to elevate those occasions with a more premium option.”
Cîroc first entered the RTD market in the US in 2022 with a 7% ABV canned Vodka Spritz in four flavours.
The RTD category is one of the fastest-growing segments in the alcohol industry, led by a 33% growth for premium variants (Nielsen 24-week data to 6 January 2024).
With the new release, the brand hopes to tap into the trend while strengthening its position as one of the largest super-premium vodka brands in Great Britain (currently ranked second according to data taken from Nielsen on 6 January 2024).
The brand said the launch will be backed by a ‘disruptive’ summer campaign, across social and digital channels.
The two expressions can be purchased in 250ml formats for RRP £2.85 (US$3.60) per can.
Diageo recently added Astral Margarita to its RTD range.
Last week, the company revealed a 0.6% sales dip for the first half of fiscal 2024, attributing the drop to a double-digit decline in Latin America and high inventory levels in the US.