Diageo-owned brand Cîroc has entered the RTD category for the first time with the launch of two sparkling drinks: Cîroc Summer Citrus and Cîroc Tropical Passion.
Celebrating Cîroc’s highest-performing products from the past few years, the new RTD cans feature the brand’s most popular vodkas blended with sweet and sparkling lemonade.
According to market analytics company Neilsen, the RTD segment is the fastest growing within the total alcohol category, and premium options have driven this growth by 33% in recent months.
Cîroc Summer Citrus and Cîroc Tropical Passion have been crafted to enable retailers to tap into the macro trend for affordable indulgence, providing consumers with a sense of luxury while enjoying an RTD format.
According to the brand, during consumer taste tests, 82% of those surveyed gave a positive reaction to the new SKU.
Conor Brown, Cîroc brand manager for Diageo GB, said: “Cîroc is 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. 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.”
Cîroc Summer Citrus and Cîroc Tropical Passion come in 250ml cans and have an ABV of 5%. They have an RRP of £2.85 and are available to purchase across grocery, wholesale and convenience channels in the UK.
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