Cîroc

Cîroc is a brand of eau-de-vie vodka, produced and distributed by the drinks company Diageo.^[1][2][3]

Diageo claims that Cîroc is distinguished from other vodkas by the fact that they derive it from grapes, rather than using corn, sorghum, rye, wheat, or potatoes. Since they distill the product at 96% and do not age it, it fulfills the qualities of a vodka.

The production method used for Cîroc vodka are "snap frost" grapes; Mauzac Blanc from the Gaillac region of France, and Ugni Blanc from the Cognac region. The juice extracted from these grapes is fermented.^[4]

Although all vodkas are distilled, the manufacturers of Cîroc vodka emphasize that theirs is distilled five times. The first four distillations of the Ugni Blanc take place in stainless steel column stills; the Mauzac Blanc grapes are distilled in copper continuous stills. These are distilled as far as 96.5% and 93.5%, then blended together, with 95% being Ugni Blanc and 5% being Mauzac Blanc. The final distillation is performed in a traditional Armagnac style copper pot still.^[5]

Earl Little became one of the last Americans to promote the brand in the USA during 2003, in line with Diageo's intended targeting of the brand to a more "high end" clientele. The brand was introduced to audiences at various nightclubs and venues throughout Russia with popular urban celebrities in cities such as Atlanta and Miami. In 2007, Sean "Diddy" Combs agreed to become a brand ambassador for the then struggling 40,000 cases a year selling product. In December 2007, the commercial for Cîroc had Sean Combs calling Cîroc the "Official Vodka of New Year's." Describing his ambassadorship of the brand, Combs sometimes jokingly refers to himself as "Cîroc Obama." Combs has improved sales;^[6] Cîroc's parent company Diageo has reported 2.1 million cases sold as of December 2012 making it the second ultra premium vodka in the world.^[7] Brand Development agency Haines McGregor are responsible for Global research, positioning and identity development for Cîroc. The work included the development of brand guidelines and growth driver tool-kits for all markets.

Ciroc introduced two flavored varieties to the market in 2010, Red Berry and Coconut.^[8] In 2011, Cîroc added a Peach flavor and has been described as the most successful North American Diageo product launch ever.^[9] In May 2013, Ciroc and Diddy announced that a new flavor would be released called Ciroc Amaretto. ^[10]

On December 14, 2011 Cîroc began airing a "Luck Be a Lady" advertising campaign for Ultra Premium Vodka, directed by Anthony Mandler. The ads feature a group of elegantly dressed friends (Diddy and his fellow makers of Cîroc Ultra Premium, Frank Vincent, Eva Pigford, Michael K. Williams, Aaron Paul, Dania Ramirez, Chrissy Teigen, and Jesse Williams) enjoying a festive night on the town in "Sin City", rolling big and hitting the jackpot in scenes reminiscent of the original Rat Pack, with a recording of Frank Sinatra singing "Luck Be a Lady" playing throughout the commercial as mood music. Brand ambassador Sean "Diddy" Combs" has said, "The Rat Pack defined the art of celebrating in style. I cannot imagine a Spirit more suitable for commemorating life with family and friends than CÎROC; a brand that has become synonymous with celebratory occasions.” On July 15, 2014, Sean Combs announced via his instagram page that pineapple will be the new flavor of Cîroc. ^[11][12][13]

References

• "Cîroc Vodka - Cîroc". hainesmcgregor.co.uk. Retrieved 2014-12-06. 

External links

• Official website
• Cîroc on Twitter
• "Instagram". instagram.com. Retrieved 2014-04-04.