Cîroc, Diageo’s super-premium vodka brand, has grown its RTD portfolio with the launch of new Cîroc Red Berry Sparkling Vodka Drink (5% ABV).
This follows the launch of Cîroc Summer Citrus and Cîroc Tropical Passion earlier this year.
Cîroc Red Berry Sparkling Vodka Drink combines vodka with the flavour of ripe strawberries and succulent raspberries and is available in 250ml cans with an RSP of £2.85.
The new variant lets retailers tap into the rising popularity of RTDs, which is the fastest-growing segment within the total alcohol category. Stocking premium RTD options also provides an opportunity to capitalise on the growth in premiumisation and consumer demand for affordable luxuries.
Michael Sotnick, Cîroc Brand Experience Manager at Diageo GB, said: “With flavoured vodka worth £28.5m 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.”
