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Sean "Diddy" Combs and Makers of Ciroc Ultra Premium Vodka Introduce Ciroc Red Berry and Ciroc Coconut

February 4, 2010


NEW YORK, February 03, 2010 - CîROC Ultra Premium Vodka today announced the national debut of the brand's first ever line extension - CîROC RED BERRY and CÎROC COCONUT. Taking their cue from CîROC, one of the first vodkas ever to be produced from fine French grapes, the two new variants are the answer to those seeking the reassurance of quality in their flavored spirits.
 
Already making a splash among consumers through an exclusive preview in Washington, D.C. on New Year's Eve and backstage at the Grammy's, the bold new flavors are now available for purchase by consumers across the nation whether it be during a night on the town or an intimate gathering with friends at home. The flavors will also be found at many events surrounding such milestones as this weekend's 'Big Game' in Miami, basketball's All Star weekend in Dallas, Fashion Week in New York and the Oscars in Los Angeles. In addition, thousands of partygoers will enjoy CîROC's new flavors at the official launch party in Miami on Saturday evening featuring a special concert by Wyclef Jean.
 
"I spent a considerable amount of time working with CîROC liquid specialists to create two bold and unexpected flavors," said Sean Combs, who entered into a strategic marketing alliance with the ultra-premium spirit more than two years ago. "We set out to produce flavors that have an amazing taste profile smooth enough to mix in any cocktail or to sip straight on the rocks.  I believe we achieved this goal, providing consumers a new and delicious way to celebrate in style."
 
Like original CîROC vodka, the new flavors are made using fine French grapes that are cold fermented (not unlike fine wines) and distilled five times.  The final distillation uses a traditional copper pot-still, a process normally reserved for the creation of fine whiskey or brandy. The vodka is then carefully blended with all-natural ingredients to create an exceptionally smooth new liquid. CîROC RED BERRY is infused with a unique balance of fresh wild raspberry and luscious ripe strawberry essences, while CîROC COCONUT is infused with sweet and creamy coconut and a hint of other tropical fruit.
 
"CîROC RED BERRY and CÎROC COCONUT uphold the image that CÎROC built from the start, which is top quality," said noted wine, beer and spirits expert F. Paul Pacult. "Both flavors achieve the remarkable balance of sweetness and acidity found in fresh fruit for a well defined sensory experience. They are excellent examples of how to do flavored spirits right."
 
Launching nationally on February 1, 2010, CÎROC RED BERRY and CîROC COCONUT will be available in 50mL, 375mL, 750mL, 1L and 1.75L sizes. The flavors will be priced at parity to CîROC's base brand with a suggested retail price of $30.00 for a 750mL bottle. The new liquids are 35% ABV.When enjoying CîROC, Diageo, the brand's parent company, reminds its adult consumers to celebrate responsibly.


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