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Diageo introduces Cîroc Pink Grapefruit in UK

Diageo Reserve has unveiled a new variant of its luxury vodka, Cîroc. Pink Grapefruit will be available exclusively to the UK on- and off-trade from May.

Created by Cîroc master distiller Jean-Sébastien Robiquet, Cîroc is crafted using vodka that is five-times distilled from French grapes. The first citrus offering from the luxury vodka has been developed to offer an expertly blended combination of the smooth taste of Cîroc with real citrus extract from the peels and oils of pink grapefruit.

Cîroc Pink Grapefruit has been introduced to celebrate the summer season alongside three recommended serves, Cîroc Sea Breeze, Cîroc Pink Grapefruit and Sage Smash and Cîroc Tropic. Zesty and fresh on the palate with a fragrant hint of orange blossom, Cîroc Pink Grapefruit is the seventh edition to the brand’s collection and joins Cîroc Pineapple, Cîroc Apple, Cîroc Peach, Cîroc Amaretto, Cîroc Red Berry and Cîroc Coconut.

Head of Diageo Reserve GB, Nick Temperley comments: “Cîroc is leading the way for innovation in the luxury vodka category and responds to evolving consumer tastes. Cîroc Pink Grapefruit is a fantastic summer spirit and we’re confident it will perform well in the on and off-trade as it lends itself so well to simple long drinks as well as more complex serves. We’re delighted to launch this variant as an exclusive to the UK and are committed to long term brand investment to build a platform from which Cîroc can continue its success in this key market.”

Cîroc Pink Grapefruit 70cl is available nationwide throughout the on and off-trade - RRP £38

18 May 2016 - Felicity Murray The Drinks Report, editor