Diageo adds mango variant to Ciroc
Diageo Reserve Brands has unveiled a new mango addition to its premium vodka brand Cîroc.
The new range extension, which blends the taste of five-times distilled Cîroc with creamy Caraboa mango, is expected to build on the success of the brand’s most recent launches of Cîroc Pink Grapefruit, Apple and Pineapple.
The UK launch will be supported by marketing activity, which includes suggested serves for the variant, including a mix with Champagne to create the Cîroc Mango Mimosa.
Nick Temperley, Head of Diageo Reserve GB, commented: “Cîroc is the UK’s number one super-premium vodka and is making big gains in both the on and off-trade, significantly outperforming the category - up 53.9% by value. Consumer and trade perceptions of vodka as a sector are shifting as bartenders experiment with the spirit and explore its potential, and consumers engage with vodka innovations in the off-trade.
“The luxury flavoured vodka category has seen rapid growth of 211% over the last three years, driven largely by Cîroc’s portfolio of variants. Mango ranks among the top three flavours that premium vodka drinkers want to try. In light of this, we hope to see the brand’s latest innovation build on the most recent successes of Cîroc Pink Grapefruit and Cîroc Pineapple, and engage with new and existing consumers to further drive both Cîroc and the wider category. The new portfolio addition has been carefully crafted to ensure it retains the luxury credentials the brand is known for, whilst delivering a balanced mango flavour, which can be enjoyed in simple serves and cocktails.”
Available throughout the UK now, Cîroc Mango is 37.5% ABV – RRP: £38