Diageo-owned vodka brand Cîroc is expanding its presence in the ready-to-drink (RTD) category with the launch of a new Red Berry Sparkling Vodka Drink (5% ABV), following the launch of Cîroc Summer Citrus and Cîroc Tropical Passion earlier this year.
The innovation brings Cîroc’s top-performing flavoured vodka in the brand’s 70cl range to consumers in 250ml cans that are rolling out across convenience and wholesale channels.
The launch of Cîroc Red Berry follows the success of Cîroc Summer Citrus and Cîroc Tropical Passion, which have added 1% growth across the total RTD segment, delivering over £1.2m retail sales value to the category.
Michael Sotnick, Cîroc Brand Experience Manager, Diageo GB, said: “Cîroc is renowned for its high-quality flavour innovations and dedication to developing new formats that excite consumers and adapt to growing trends. With this in mind, it was a natural progression to introduce a RTD version of a popular variant.
“With flavoured vodka worth £28.5m in impulse convenience and the RTD category growing by 7.5% in the convenience channel, there is an opportunity for Cîroc to expand its offering and introduce both new and existing consumers to our ultra-premium flavours in accessible, easy-to-drink formats, helping to elevate a wide variety of consumption occasions from picnics in the park to celebrations with friends and family at home.
“We’re therefore delighted to be launching the new Cîroc Red Berry Sparkling Vodka Drink, giving our customers across the wholesale and convenience channels the opportunity to drive interest amongst shoppers with innovative RTD options and premium flavours they know and love.”
