Ciroc Vodka adds Pink Grapefruit variant for UK market

09 May, 2016

Diageo Reserve has launched a new Pink Grapefruit variant of its luxury vodka, Ciroc, exclusively for the UK market.

Ciroc is crafted using vodka that is five-times distilled from fine French grapes. The first citrus offering for the brand has been developed to offer an “expertly blended combination of the smooth taste of Ciroc with real citrus extract from the peels and oils of pink grapefruit”.

The new variant has been introduced to celebrate summer, alongside three recommended serves: Ciroc Sea Breeze, Ciroc Pink Grapefruit & Sage Smash and Ciroc Tropic.

The variant is the seventh edition to the brand’s collection, joining Pineapple, Apple, Peach, Amaretto, Red Berry and Coconut.

Head of Diageo Reserve GB, Nick Temperley commented: “Cîroc is leading the way for innovation in the luxury vodka category and responds to evolving consumer tastes. Cîroc Pink Grapefruit is a fantastic summer spirit and we’re confident it will perform well in the on and off-trade as it lends itself so well to simple long drinks as well as more complex serves.

"We’re delighted to launch this variant as an exclusive to the UK and are committed to long term brand investment to build a platform from which Cîroc can continue its success in this key market.”

Ciroc Pink Grapefuit is available as a 70cl bottle for the off-trade, with an rsp of £38. 

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