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Diageo’s premium vodka brand Cîroc is expanding its presence in the RTD category with the launch of Cîroc Red Berry.

The new sparkling vodka ready-to-drink is made with Cîroc’s most popular flavoured vodka, Red Berry, and combines crisp vodka with the flavour of ripe strawberries and raspberries, with an ABV of 5%.

Cîroc Red Berry joins the brand’s existing RTD range, Cîroc Summer Citrus and Cîroc Tropical Passion, which have added 1% growth across the total RTD segment since they launched in February.

The new variant enables retailers to tap into the rising popularity of RTDs, which is the fastest growing segment within the total alcohol category.

Michael Sotnick, Cîroc’s brand experience manager at Diageo GB, said: “With flavoured vodka worth £28.5 million in impulse convenience and the RTD category growing by 7.5% in the convenience channel, there is an opportunity for Cîroc to expand its offering and introduce both new and existing consumers to our ultra-premium flavours in accessible, easy-to-drink formats, helping to elevate a wide variety of consumption occasions from picnics in the park to celebrations with friends and family at home.”

“We’re therefore delighted to be launching the new Cîroc Red Berry Sparkling Vodka Drink, giving our customers across the wholesale and convenience channels the opportunity to drive interest amongst shoppers with innovative RTD options and premium flavours they know and love.”

The new Cîroc Red Berry RTDs are available to purchase now in select retailers across the UK, for an RRP of £2.85.

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