Sean 'Diddy' Combs and The Makers of CIROC Ultra Premium Vodka Introduce CIROC RED BERRY and CIROC COCONUT New Flavored Spirits Now Available Nationwide

NEW YORK, Feb. 3 /PRNewswire/ -- CIROC Ultra Premium Vodka today announced the national debut of the brand's first ever line extension - CIROC RED BERRY and CIROC COCONUT. Taking their cue from CIROC, one of the first vodkas ever to be produced from fine French grapes, the two new variants are the answer to those seeking the reassurance of quality in their flavored spirits.

Already making a splash among consumers through an exclusive preview in Washington, D.C. on New Year's Eve and backstage at the Grammy's, the bold new flavors are now available for purchase by consumers across the nation whether it be during a night on the town or an intimate gathering with friends at home. The flavors will also be found at many events surrounding such milestones as this weekend's 'Big Game' in Miami, basketball's All Star weekend in Dallas, Fashion Week in New York and the Oscars in Los Angeles. In addition, thousands of partygoers will enjoy CIROC's new flavors at the official launch party in Miami on Saturday evening featuring a special concert by Wyclef Jean. 

"I spent a considerable amount of time working with CIROC liquid specialists to create two bold and unexpected flavors," said Sean Combs, who entered into a strategic marketing alliance with the ultra-premium spirit more than two years ago. "We set out to produce flavors that have an amazing taste profile smooth enough to mix in any cocktail or to sip straight on the rocks.  I believe we achieved this goal, providing consumers a new and delicious way to celebrate in style."

Like original CIROC vodka, the new flavors are made using fine French grapes that are cold fermented (not unlike fine wines) and distilled five times.  The final distillation uses a traditional copper pot-still, a process normally reserved for the creation of fine whiskey or brandy. The vodka is then carefully blended with all-natural ingredients to create an exceptionally smooth new liquid. CIROC RED BERRY is infused with a unique balance of fresh wild raspberry and luscious ripe strawberry essences, while CIROC COCONUT is infused with sweet and creamy coconut and a hint of other tropical fruit.

"CIROC RED BERRY and CIROC COCONUT uphold the image that CIROC built from the start, which is top quality," said noted wine, beer and spirits expert F. Paul Pacult. "Both flavors achieve the remarkable balance of sweetness and acidity found in fresh fruit for a well defined sensory experience. They are excellent examples of how to do flavored spirits right."

Launching nationally on February 1, 2010, CIROC RED BERRY and CIROC COCONUT will be available in 50mL, 375mL, 750mL, 1L and 1.75L sizes. The flavors will be priced at parity to CIROC's base brand with a suggested retail price of $30.00 for a 750mL bottle. The new liquids are 35% ABV. When enjoying CIROC, Diageo, the brand's parent company, reminds its adult consumers to celebrate responsibly.   

ABOUT CIROC Vodka

CIROC Ultra Premium Vodka is made using French Mauzac Blanc and Ugni Blanc grapes, which are distilled five times, providing a crisp, clean taste and citrus nose. CIROC launched nationwide in September 2003.  In October 2007, DIAGEO - the world's largest spirits, wine and beer company - made spirits history by entering into a strategic alliance with entertainment entrepreneur Sean "Diddy" Combs, in which Combs and Combs Enterprises, LLC agreed to lead all brand management activities for CIROC. The makers of CIROC Vodka launched two new flavors - CIROC RED BERRY and CIROC COCONUT - in February 2010. Both are made with vodka distilled from fine French grapes and infused with natural coconut/wild berry and other tropical/fruit flavors. © 2010 Imported from France by Diageo, Norwalk, CT. Celebrate Life Responsibly.

Contacts


Diageo

Taylor PR

Tammy Thompson

Alexandra Sklansky / Bryan Pierce

Tammy.Thompson@diageo.com

asklansky@taylorpr.com / bpierce@taylorpr.com

203-229-4876

212-714-5702 / 212-714-5784


SOURCE CIROC Ultra Premium Vodka



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