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Cîroc vodka.jpg
Cîroc Snap Frost
Type Vodka
Manufacturer Diageo
Country of origin France
Introduced 1993
Proof 75
Variants Snap Frost (Blue), Red Berry (Red), Coconut (Silver), Peach (Orange), Amaretto (Brown), Pineapple (Yellow)
Related products List of vodkas

Cîroc is a brand of eau-de-vie vodka, produced and distributed by the British-based multinational corporation Diageo.[1][2][3] The alcoholic beverage maker also owns the leading vodka brand Smirnoff and a 50% stake in the Dutch vodka brand Ketel One. Since 2007, marketing and promotion for Cîroc in the United States has been handled by brand ambassador Sean Combs in an "equal-share venture" with proceeds from Cîroc being split between promotional partner Combs and manufacturing partner Diageo.[4]

Production process[edit]

According to Diageo, Cîroc is distinguished from other vodkas as it is derived 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.[5]

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.[6]

Brand and marketing[edit]

Initially marketed as a brand targeted towards a "high end" clientele, Earl Little was one of the American brand ambassadors in 2003. The brand was introduced to audiences at various nightclubs and venues throughout Russia, and with popular urban celebrities in cities such as Atlanta and Miami in the United States.

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;[4] 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]


  1. ^ "How A Splash of Premium Vodka and 2 Parts Diddy Catapulted Cîroc | MadameNoire". madamenoire.com. Retrieved 2014-12-06. 
  2. ^ "Ciroc :  : pickaliquor.com". pickaliquor.com. Retrieved 2014-12-06. 
  3. ^ "The New York Times". nytimes.com. Retrieved 2014-12-06. 
  4. ^ a b "Diddy Partnership". Article (Bloomberg). 2009-10-30. Retrieved 2011-05-01. 
  5. ^ "CÎROC Ultra Premium -". CÎROC. 2010-09-21. Retrieved 2010-09-21. 
  6. ^ "CÎROC Ultra Premium - The Distillation Process". CÎROC. 2010-09-21. Retrieved 2010-09-21. 
  7. ^ "Forbes Sales Estimate". Forbes. 2011-03-16. Retrieved 2011-05-01. 
  8. ^ "ciroc flavors press release". CÎROC. 2010-02-02. Retrieved 2010-10-26. 
  9. ^ "Estava Morioka – Diddy Announces New Ciroc Flavor, ‘Ciroc Peach’". blog.estavamorioka.com. Retrieved 2014-01-11. 
  10. ^ "Ciroc And Diddy Reveal The Newest Flavor: Amaretto". The Source. 
  11. ^ "Diddy’s Luck Be A Lady Cîroc Commercial (extended version) [Video]". soulculture.co.uk. 21 December 2011. 
  12. ^ [1][dead link]
  13. ^ "Buy Ciroc Pineapple from Azure Drinks". Azure Drinks. 

External links[edit]