Cîroc expands presence in RTD category
Cîroc, Diageo’s super-premium vodka brand, is expanding its presence in the ready-to-drink (RTD) category with the launch of a brand-new Cîroc Red Berry Sparkling Vodka Drink (5% ABV), following the successful launch of Cîroc Summer Citrus (5% ABV) and Cîroc Tropical Passion (5% ABV) earlier this year.
This latest release brings Cîroc’s top performing flavoured vodka in the brand’s 70cl range (Nielsen IQ-Latest 52 Weeks w/e 10/8/24) to consumers in search of ultra-premium flavours in a convenient RTD format, with eye-catching 250ml cans that are now available to purchase across convenience and wholesale channels. Cîroc Red Berry Sparkling Vodka Drink combines the crispness of a vodka premix with the flavour of ripe strawberries and succulent raspberries, making it the perfect on-the-go drink option to elevate celebrations of all sizes.
The launch of Cîroc Red Berry follows the success of Cîroc Summer Citrus and Cîroc Tropical Passion, which have added 1% growth across the total RTD segment, delivering over £1.2m retail sales value to the category.
Diageo said the new variant enables retailers to tap into the rising popularity of RTDs, which is the fastest growing segment within the total alcohol category (Nielsen, Total Coverage, 06.01.2024 (latest 24 week data) – RTD remains the fastest growing category in TBA at +5.5% in L24 weeks). 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, Diageo GB, said: “Cîroc is renowned for its high-quality flavour innovations and dedication to developing new formats that excite consumers and adapt to growing trends. With this in mind, it was a natural progression to introduce a RTD version of a popular variant.
“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.
“We’re therefore delighted to be launching the new Cîroc Red Berry Sparkling Vodka Drink, giving our customers across the wholesale and convenience channels the opportunity to drive interest amongst shoppers with innovative RTD options and premium flavours they know and love.”
