The flavoured vodka spirit has been inspired by summer cocktail Piña Colada and includes natural pineapple and coconut flavours.
Cîroc Summer Colada will be launched into the on-trade next month (May) and will be accompanied by two recommended perfect serves, Cîroc Colada and Summer Colada Surprise.
Growing demand for tropical flavours
The new variant has been released to capitalise on the growing consumer demand for tropical flavour profiles as Cîroc Summer Colada lends itself well to simple and complex summertime serves.
Diageo reserve brands GB head Nick Temperley outlined the facts and figures on the ultra-premium brand and his predictions for the new flavour in the market.
He said: “Cîroc is the UK’s leading ultra-premium vodka and is performing exceptionally well in both the on and off-trade, outperforming the category, up 33.6% in volume.
“Cîroc is leading the way in flavour innovation as the fastest growing ultra-premium vodka in the UK over the past two years up 250% in volume and value."
Help accelerate further growth
He added: “The new expression, Cîroc Summer Colada will no doubt help accelerate further growth as consumer demand for new flavour profiles continues to rise.”
Cîroc Summer Colada 70cl will be available from May across the country throughout the on-trade joining its ultra-premium counterparts including Cîroc Mango, Cîroc Pink Grapefruit and Cîroc Apple, Cîroc Red Berry, Cîroc Pineapple, Cîroc Amaretto and Cîroc Original.
Meanwhile, in March Diageo general manager for GB, Ireland and France Charles Ireland told The Morning Advertiser his plans to shake things up at the business.