Diageo is building on the growth of Cîroc within the flavoured spirits category with the launch of limited-edition Cîroc Passion.

The new launch (37.5% ABV) is available while stocks last in a 70cl bottle with an RRP of £38. It contains notes of pineapple, mango, citrus and hibiscus.

Its launch comes as flavoured vodka is the fastest-growing vodka subsegment at 58.9%. Meanwhile, 50% of shoppers who buy Cîroc in convenience say they would only ever consider purchasing the brand.

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Nick Pearson, brand manager for Cîroc at Diageo GB, said: “New flavours are crucial for retailers and operators alike, who are looking to get customers excited about their drinks ranges, and this is no exception.”

Cîroc has also created the ‘Passion tropics’ cocktail serve to encourage uptake. It consists of 50ml Cîroc Passion, 50ml tropical juice, 100ml lemonade and a mint garnish.

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