Diageo’s super-premium vodka brand Cîroc has launched a new limited-edition flavour, Cîroc Limonata (ABV 37.5%), in time for summer.
The latest innovation is available in a 70cl bold white and yellow bottle designed to stand out on shelves, with an RSP of £40.99.
Inspired by Mediterranean luxury, Cîroc Limonata blends the smooth taste of vodka distilled from French grapes and infused with the sweet citrus flavour of fresh lemons.
The new variant taps into the growing demand for flavoured vodka amongst consumers, with the category experiencing 14.1% growth in the pub sector over the last year, whilst flavoured vodka is worth nearly £33m each year in impulse convenience.
Cîroc Limonata can be enjoyed mixed with lemonade or as part of a Limonata Spritz cocktail, leaning into the growing popularity of spritz serves.
The launch follows the success of Cîroc Summer Citrus and Cîroc Tropical Passion, which have been the brand’s most-popular and highest-performing innovations from the past few years.
Beth Weston, Marketing Manager for Luxury Spirits at Diageo, said: “As one of the biggest super-premium vodka brands in the GB market, Cîroc is well known for flavour innovation, and we are thrilled to be unveiling a brand-new, limited-edition flavour across both on and off-trade channels in time for summer.
“Having taken inspiration from the Mediterranean summer, this flavourful citrus spirit is the perfect accompaniment to serves both at home and in venues. Cîroc Limonata is the ideal option for consumers who are looking to enjoy get-togethers by elevating summer social occasions to help people create memorable experiences.”
