Cîroc
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| Type | Eau de vie |
|---|---|
| Manufacturer | Diageo |
| Country of origin | France |
| Introduced | 2003 in USA |
| Proof (US) | 80 |
| Variants | Red Berry, Coconut, Peach |
| Related products | List of vodkas |
| Website | cirocvodka |
Cîroc is a brand of distilled beverage manufactured in France and marketed as a vodka. It is claimed by the drink's promoters that it distinguished from other vodkas by the fact that it is derived from grapes, in contrast to corn, sorghum, rye, wheat, or potatoes that are more commonly used. Because the product is distilled at 96% and is not aged, it fulfills the qualities of a vodka.
The grapes 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 cold fermented.[1]
Although all vodkas and eaux de vie 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 95% being Ugni Blanc and 5% Mauzac Blanc. The final distillation is performed in a traditional Armagnac style copper pot still.[2]
Earl Little became one of the first Americans to promote the brand in the USA during 2003, in line with Diageo's intended targeting of the brand to a more "urban" clientele. The brand was introduced to audiences at various nightclubs and venues throughout the USA with popular urban celebrities in cities such as Atlanta and Miami. In 2007, Sean "Diddy" Combs agreed to become a brand ambassador for the product. In December 2007, the commercial for Cîroc had Sean Combs calling Cîroc the "Official Vodka of New Year's." Combs sometimes jokingly refers to himself as "Ciroc Obama," a play on the name of U.S. President Barack Obama. Combs has improved sales; [3] Ciroc is on pace to sell more than 1 million cases in 2011.[4]
The brand introduced two flavoured varieties to the market in 2010: Red Berry and Coconut.[5] In 2011, Cîroc added a Peach flavor.[1]
References
- ^ "CÎROC Ultra Premium - The Grapes". CÎROC®. 2010-09-21. Retrieved 2010-09-21.
- ^ "CÎROC Ultra Premium - The Distillation Process". CÎROC®. 2010-09-21. Retrieved 2010-09-21.
- ^ "Diddy Partnership". Article. Bloomberg. Retrieved 1 May 2011.
- ^ "Forbes Sales Estimate". Forbes. Retrieved 1 May 2011.
- ^ "ciroc flavors press release". CÎROC®. 2010-02-02. Retrieved 2010-10-26.
