Diageo is launching a new limited-edition Summer Citrus variety of Cîroc premium vodka.

Launching to retailers and wholesalers from 10 May before being made available to the on-trade later this year, the vodka features grapes, blood orange and lime.

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Its launch comes as sales of flavoured vodka have grown in the off-trade by 39%, with total value sales of Cîroc also up by 28%.

Diageo will support the product launch with a consumer marketing campaign.

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Laura Pearce, category marketing director at Diageo GB, said: “Cîroc vodka is renowned for its super-premium quality and diverse portfolio which caters to all celebratory occasions.

“We are extremely excited about the latest launch, Summer Citrus, as it offers consumers something new just ahead of the summer season. Cîroc Summer Citrus is best served over ice with soda water or lemonade.”

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