The Cîroc Red Berry Sparkling Vodka Drink Adapts to Growing Demand
Michael Hemsworth — August 30, 2024 — Lifestyle
References: diageo & talkingretail
The Cîroc Red Berry sparkling vodka drink has been added to the Diageo-owned spirit brand's product portfolio as an option that doesn't skimp when it comes to premium flavor and convenience.
The canned cocktail is crafted with Cîroc's signature vodka alongside the flavors of strawberry and raspberry to achieve a fruity yet balanced profile. The libation comes in with a 5% ABV, comes in 250ml slim cans and has a premium branding aesthetic that positions it competitively against the other options on the market.
Brand Experience Manager, Diageo GB Michael Sotnick spoke on the strategy behind the Cîroc Red Berry sparkling vodka drink saying, "With flavoured vodka worth £28.5m in impulse convenience and the RTD category growing by 7.5% in the convenience channel, there is an opportunity for Cîroc to expand its offering and introduce both new and existing consumers to our ultra-premium flavours in accessible, easy-to-drink formats, helping to elevate a wide variety of consumption occasions from picnics in the park to celebrations with friends and family at home."
The canned cocktail is crafted with Cîroc's signature vodka alongside the flavors of strawberry and raspberry to achieve a fruity yet balanced profile. The libation comes in with a 5% ABV, comes in 250ml slim cans and has a premium branding aesthetic that positions it competitively against the other options on the market.
Brand Experience Manager, Diageo GB Michael Sotnick spoke on the strategy behind the Cîroc Red Berry sparkling vodka drink saying, "With flavoured vodka worth £28.5m in impulse convenience and the RTD category growing by 7.5% in the convenience channel, there is an opportunity for Cîroc to expand its offering and introduce both new and existing consumers to our ultra-premium flavours in accessible, easy-to-drink formats, helping to elevate a wide variety of consumption occasions from picnics in the park to celebrations with friends and family at home."
Trend Themes
1. Premium Canned Cocktails - The rise of premium canned cocktails offers a blend of high-end flavor profiles and convenience for discerning consumers.
2. Flavored Vodka Innovations - Innovative flavored vodka products are capturing market share by combining unique taste experiences with established brand quality.
3. RTD (ready-to-drink) Growth - The RTD market is expanding rapidly, driven by consumers' desire for high-quality, easy-to-consume alcoholic options.
Industry Implications
1. Alcoholic Beverages - The alcoholic beverage industry is seeing a shift towards premiumization and convenience, particularly in the canned cocktail segment.
2. Luxury Goods - Luxury goods are increasingly entering the beverage market with high-end, ready-to-drink products that appeal to premium-conscious consumers.
3. Retail and Convenience Stores - Retail and convenience stores are benefiting from stocking premium canned cocktails, catering to the growing consumer demand for portable, high-quality drinks.
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