“To be the best, you have to be fearless and follow that fire within you; that’s why we have been leaders in innovation and believe CÎROC will remain the number one brand in the category.”

CÎROC Ultra Premium is a leading spirits brand that has stood as a dominant force in the Vodka category since Combs and global spirits leader Diageo formed their historic strategic partnership in 2007.

After transforming the brand from selling 40,000 to 2 million cases annually, Combs and Diageo have since built a growing portfolio of over 14 specialty flavors of CÎROC Vodka, while also expanding into the RTD category with CÎROC Spritz and recently breaking into the premium brown spirits category with the launch of CÎROC VS.

“Passion is the purest and boldest expression of love, so WE wanted to develop a new flavor of CIROC that embodies OUR spirit and brings consumers into the frequency.”