Diageo is relaunching its Cîroc Summer Citrus vodka as a permanent line following a successful limited launch in 2021.

Rolling out now among convenience and wholesale as well as the wider off-trade and the on-trade, Summer Citrus sold out during its initial launch last summer. The supplier intends to further capitalise on the growth of the flavoured vodka category, which is currently the fastest-growing vodka segment at +51.9%.

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Cîroc Summer Citrus combines flavours of blood orange and lime, with a coloured bottle to stand out on shelf that features Cîroc‘s distinctive metallised orb in its centre.

Samantha Newby, category marketing director, Diageo GB, said: “Cîroc Summer Citrus was a hit when it launched for the first-time last year, so it made sense to relaunch this year during what is set to be an exciting season of celebration, as well as make it a permanent fixture in the existing portfolio.

“Adding Cîroc Summer Citrus as a permanent flavour is reflective of our commitment to providing high-quality flavoured vodkas to adult drinkers.”

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