Cîroc Pineapple launches in travel retail

Pineapple is the latest flavour to be added to Diageo’s Cîroc vodka portfolio. Cîroc Pineapple will launch with numerous high profile airport activations rolled out in partnership with key travel retail partners across the globe including New York, Miami, Beirut and the definitive party capital of Ibiza. 

Cîroc Pineapple is made from French grapes that are five times distilled, then infused with natural flavours of freshly crushed pineapple to deliver a silky smooth and tropical taste. 

At the striking airport installations, travellers can engage with brand ambassadors and enjoy the distinct flavour of this new, vodka that’s available now in travel retail.

Kathelijne Baauw, global white spirits marketing director of Diageo global travel and Middle East (GTME) says: “We are committed to strengthening our position in the Spirits category through a clear focus on premiumisation and differentiation. Cîroc is one of the fastest growing super-deluxe vodkas in the travel retail channel and it has delivered strong double-digit growth over the last few years. We are confident that launching Cîroc Pineapple and creating these striking and engaging activations in close partnership with our customers, such as World Duty Free Group (WDFG), will help drive sales and contribute to future success in the category.”

WDFG’s global head of liquor and tobacco, David de Miguel, adds: “Our customers are continuously looking for new, innovative products to take on holiday or home from their travels.  Our customers respond well to engaging travel retail experiences and the initial response to Cîroc Pineapple has been fantastic.”

Cîroc Pineapple will be available in selected airports at a RRP of €39.90 for 1 litre, a similar price point to Cîroc Blue Stone. The Cîroc activations will run throughout the summer.

6 July 2015 - Felicity Murray The Drinks Report, editor