Diageo launches new Ciroc variant

19 February, 2014

Diageo has launched a peach variant of super-premium vodka brand Ciroc.

The drinks giant launched red berry and coconut variants last year and hailed their impact in driving growth in the category.

Nick Temperley, head of reserve brands at Diageo, said: “Consumer demand for premium vodkas continues to grow, with flavoured vodkas helping to drive this trend. Ciroc is the fastest growing super premium vodka in the UK [according to a 2012 IWSR volume sales report] and we are very excited to add Croc Peach to our range.

"It will provide consumers with a new, luxury Ciroc experience, while giving our customers the opportunity to increase profits as consumers trade up.”

The new expression will be available from March. It has an abv of 37.5% and retails at £37.90 for a 70cl bottle.

Jean-Sebastien Robicquet, Ciroc Master Distiller, added: “Ciroc Peach is crafted exclusively from fine French grapes, with an infusion of golden peach and natural fruit essences to deliver an exceptionally smooth and succulent taste experience, to be enjoyed either in cocktails or on the rocks.

“The grapes are distilled five times in the Cognac region, creating a vodka of extraordinary clarity. This helps it to stand apart from other vodkas as the ultimate luxury spirit. We assess each consignment of CÎROC vodka to ensure it is of world-leading quality before it is presented to our consumers in the UK and across the world.”

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