Diageo Rolls Out Cîroc Flavors, Red Berry And Coconut

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More From Impact

Dan Marsteller
Posted: February 3, 2010

Following exclusive previews on New Year’s Eve in Washington D.C. and
backstage at the Grammy Awards, Cîroc vodka’s Red Berry and Coconut
flavor extensions are now available across the U.S. The new flavors,
Cîroc’s first, are 35% abv and retail for $30 per 750ml, in line with
the core brand. Diageo and 50/50 Cîroc partner Sean Combs are backing
the rollout with a launch party on February 6 in Miami and a presence
at other events during the Super Bowl weekend, NBA All-Star weekend in
Dallas, Fashion Week in New York and the Oscars in Los Angeles.

Despite an overall 5.8% volume drop among super-premium vodkas in the
U.S. last year according to DISCUS, the Cîroc brand appears to have
followed up its Impact Hot Brand performance in 2008 with a strong
2009 campaign. The brand has more than doubled in volume since Combs
took the lead in its brand management in fall 2007.