CÎROC is a brand of eau-de-vie vodka, manufactured in the Charente-Maritime of France grapes, produced and distributed by the British-based multinational alcoholic beverage maker Diageo. Since 2007, marketing and promotion for Cîroc in has been handled by Sean "Diddy" Combs in an "equal-share venture" with profits from the brand being split between promotional partner Combs and manufacturing partner Diageo.
Etymology
The name "Cî-roc" is a portmanteau of the French word cime, meaning peak or summit-top, and roche, meaning rock, a reference to the high-altitude vineyards of the Gaillac region where the Mauzac grapes are grown (the î in the Cîroc logo is an i-circumflex letter used in the French language.)
Production process
According to Diageo, Cîroc is distinguished from other vodkas as it is derived from grapes, rather than using grain, potatoes or corn and cognac. Since it is distilled at 96% and not aged, it fulfills the qualities of a vodka. The production method used for the vodka are "snap frost" grapes; Mauzac Blanc from the Gaillac region of France, and Ugni Blanc from the Cognac region. The juice extracted from these grapes is fermented.
All vodkas are distilled; the manufacturers of Cîroc emphasize its being distilled five times. The first four distillations of the Ugni Blanc take place in stainless steel column stills; the Mauzac Blanc grapes are distilled in copper continuous stills. These are distilled to 96.5% and 93.5%, then blended together; 95% is Ugni Blanc and 5% is Mauzac Blanc. The final distillation is performed in a traditional Armagnac style copper pot still.
Background
Cîroc was founded in France by Jean-Sebastien Robicquet, whose family hails from the wine-growing region of Bordeaux. Robicquet, whose family has been in the wine business for 400 years dating back to the 17th century, had studied winemaking in university before moving into spirits instead. Having worked for French cognac-maker Hennessy for ten years, he was approached by the British-based Diageo â€" which owns a 34% stake in Hennessy â€" to produce a vodka made from grapes as opposed to grain or potato common among most vodka. Jean-Sebastien Robicquet is recognized as a "Commander of Bordeaux" by the Great Council of Bordeaux for his accomplishments in the field of wine/liquor.
Brand and marketing
Initially launched for the North American market in 2003, NFL footballer Earl Little was one of the first American brand ambassadors to promote the beverage to appeal to the brand's intended urban clientele. It was introduced to nightclubs and venues throughout the United States, and marketed especially so in regions such as Atlanta and Miami.
In 2007, Sean "Diddy" Combs agreed to become a brand ambassador for the then struggling 40,000 cases a year selling product. In December 2007, the commercial for Cîroc had Sean Combs calling the drink the "Official Vodka of New Year's." Describing his ambassadorship of the brand, Combs sometimes jokingly refers to himself as "Cîroc Obama." Combs has improved sales; The beverage's parent company Diageo has reported 2.1 million cases sold as of December 2012. Brand Development agency Haines McGregor are responsible for Global research, positioning and identity development for Cîroc. The work included the development of brand guidelines and growth driver tool-kits for all markets.
The brand introduced two flavored varieties to the market in 2010, Red Berry and Coconut. In 2011, the company added a Peach flavor. In May 2013, CÃŽROC and Diddy announced that a new flavor would be released called CÃŽROC Amaretto.
On December 14, 2011 the company began airing a "Luck Be a Lady" advertising campaign for Ultra Premium Vodka, directed by Anthony Mandler. The ads feature a group of elegantly dressed friends (Diddy and Frank Vincent, Eva Pigford, Michael K. Williams, Aaron Paul, Dania Ramirez, Chrissy Teigen, and Jesse Williams) enjoying a festive night on the town.
On July 15, 2014, Sean Combs announced via his instagram page that pineapple will be the new flavor of Cîroc. The latest flavor was announced in 2015 in Sean Diddy Combs's Instagram: green apple.
On August 10, 2017, Sean Combs announced via his YouTube page that a new flavor of French Vanilla would be produced in partnership with hip-hop artist French Montana.
References
External links
- Official website
