The latest news, trends, analysis, interviews and podcasts from the global food and beverage industry
Diageo-owned vodka brand Cîroc has expanded its product range with Cîroc Limonata. Infused with tangy citrus and Italian lemon flavours, its taste profile is influenced by Capri's citrus groves and the Mediterranean climate. Cîroc Limonata features strong, lemon-tasting accents that balance sweetness with zest. James Valdes, brand director for Cîroc, said: “The world of Cîroc Limonata evokes the perfect Italian summer, encouraging new experiences and adventures – no matter what time of year or where you happen to be enjoying yourself". The drinks giant and rapper Sean Combs, also known as Diddy, have worked together on Cîroc – which is solely owned by Diageo – since 2007. However, after Diageo settled its legal dispute with the rapper in January, Diddy no longer contributed to the marketing or promotion of the vodka brand. Diageo ended its partnership with Combs in June 2023, after he sued the firm, accusing it of neglecting his tequila brands “due to his race”. At the time, the American rapper claimed that Diageo “typecasted” Cîroc and DeLeon, deciding they are “black brands” that should be targeted only to “urban consumers”. Cîroc Limonata is available to purchase from early February in major US retailers. You may also like to read: