NEW YORK, Aug. 26, 2013 /PRNewswire/ -- Sean "Diddy' Combs and the makers of CIROC Ultra Premium Vodka announce the newest addition to its family of luxury spirits – CIROC Amaretto. CIROC Amaretto is a cherry-almond flavor infused vodka with a touch of vanilla and a silky-smooth finish. It is exceptionally versatile, allowing for a greater range of cocktail creativity versus similarly flavored spirits and delivers a unique twist to the brand's flavor line-up, which currently features CIROC Peach, CIROC Coconut and CIROC Red Berry – three of the category's top five sellers.

(Photo: http://photos.prnewswire.com/prnh/20130826/NY69170)

"Anyone who knows me knows that I love to innovate, whether it's to do something no one else has done before, or take something everyone knows and completely reinvent it," said Sean "Diddy" Combs. "I am excited to introduce the world to our newest creation.  CIROC stands alone as the only brand in the spirits category to produce three of the top five selling flavored vodkas.  CIROC Amaretto will build on this success with a delicious tasting spirit."

"Consumers are at the heart of everything we do at Diageo, and admirers of CIROC are highly engaged with the brand," said Roderick Blaylock, Brand Director, CIROC Ultra Premium Vodka. "They consistently tell us that they love the high quality of CIROC Vodka, especially our flavor offerings. We believe that CIROC Amaretto will be received with the same enthusiasm as CIROC Peach, CIROC Coconut and CIROC Red Berry."

CIROC Amaretto is deliciously rich and versatile. Simple mixers for it include cola, pineapple juice and orange juice. More complex cocktails mix CIROC Amaretto with champagne, white Creme de Cacao, bourbon or espresso.  Distribution of CIROC Amaretto began in July and it is now available nationwide, wherever top quality spirits are sold. CIROC Amaretto will be available in 50mL, 200mL, 375mL, and 750mL, along with 1L and 1.75L sizes, for the suggested retail price of $34.99 for a 750mL bottle. This specialty spirit is 70 proof and 35% ABV.

As we celebrate the last days of summer and toast the beginning of Fall, the makers of CIROC remind everyone to do so responsibly. Whether you're attending a Labor Day barbecue or enjoying a night out on the town – and you plan to drink – be sure to designate a driver, call a cab or take public transportation to get home safely.

Featured CIROC Amaretto Cocktails

CIROC Amaretto & Cola
1.5 oz. CIROC Amaretto
4 oz. cola
Build in a Collins glass over ice.
Garnish: cherry & orange peel

CIROC Harlem Sour
1.5 CIROC Amaretto
.5 lemon juice
.5 orange juice
.5 simple syrup
Shake and strain into rocks glass over ice. Top with .5 dry red wine.
Garnish: Cherry and orange slice.

The CIROC Speakeasy
1.5 CIROC Amaretto
.5 Bulleit 10yr Bourbon
1 tsp Simple Syrup
2 DAB
Stir and strain over ice into Old Fashioned glass.
Garnish: Orange Twist

ABOUT CIROC VODKA

CIROC Ultra Premium Vodka is made from Fine French 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 Mr. Combs and Combs Enterprises assumed the lead on all brand management activities for CIROC. The makers of CIROC Vodka launched flavors – CIROC RED BERRY and CIROC COCONUT - in February 2010 and CIROC PEACH in November 2011. In July 2013, the brand introduced CIROC AMARETTO. The brand received a 2013 Beverage Industry News Award of Excellence, was named 2011 Spirits Brand of the Year by Market Watch, and earned a double gold medal from the San Francisco World Spirits Competition in 2010. © 2013 Imported from France by Diageo, Norwalk, CT. Celebrate Life Responsibly.

Media Contact:

Ben Russo
EMC|BOWERY
323.857.0007
Ben@emcbowery.com

Tammy Thompson
Diageo
203.229.4876
Tammy.Thompson@diageo.com

Ryan Stender
Blue Flame Agency
917.449.2447
Rstender@blueflame.us.com

SOURCE CIROC Ultra Premium Vodka