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Cîroc expands into RTDs with Summer Citrus and Tropical Passion launches

The RTD segment is currently the fastest growing within alcohol

Cîroc rtd

Diageo is debuting its Cîroc vodka brand in the ready-to-drink (RTD) segment with the launch of Summer Citrus and Tropical Passion varieties.

Both flavours (5% ABV each) are available in 250ml cans at an RRP of £2.85. Their launch comes as the RTD segment is the fastest growing within total alcohol, according to Nielsen, with premium options driving the growth by 33% in recent months.

The two flavours come from Cîroc’s most popular innovations from the past few years mixed with lemonade.

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Conor Brown, Cîroc brand manager at 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 RTDs 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 BBQs and picnics, and looking to elevate those occasions with a more premium option.”

The launch will be supported by a marketing campaign across social and digital.

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