Diageo Reserve has launched a new limited-edition pina colada-flavoured version of its ‘ultra-premium’ vodka Cîroc.
Cîroc Summer Colada (37.5% abv) rolls out across the off-trade this month, with an eye to capitalising on “growing consumer demand for tropical flavour profiles” said head of Diageo Reserve GB Nick Temperley (rsp: £39.94/70cl).
The NPD is packaged in a white bottle embellished with “metallic” accents, including a golden orb as part of the logo and a golden cap, which Diageo GV said “celebrated its style credentials”.
“Cîroc is leading the way in flavour innovation as the fastest growing ultra-premium vodka in the UK over the last two years, up 250% in volume and value,” he added. “The new expression will no doubt help accelerate further growth as consumer demand for new flavour profiles continues to rise.”
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