I’d been familiar with CÎROC® Vodka via their glamorous commercials and charismatic celebrity spokesperson, Sean “Diddy” Combs, but what I did not know is that CÎROC® is one of the world’s only vodkas created entirely from grapes, and that it is made from CÎROC® Mauzac Blanc grapes; the name derived from the combination of two French words, “Cime” meaning peak or summit-top and “roche” meaning rock. True to its roots, CÎROC® Mauzac Blanc grapes stem from the high-altitude vineyards in Gaillac, France overlooked by the stony village walls of Cordes-sur-Ciel.
Sean "Diddy" Combs Brand Ambassador for CIROC
In 2007, Sean partnered with Diageo, the world’s leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, beer and wine, for a groundbreaking strategic alliance to oversee and manage all branding and marketing initiatives for Ciroc Vodka.
Combs said he wanted to work with Diageo because the company understood that “I’m not just a celebrity endorser, I’m a brand builder. I’m a luxury brand builder.” Since collaborating with CÎROC®, Combs has heavily contributed to make this brand a household name. “They’re looking for something that tastes like their lifestyle,” he said. “It’s that trendsetter, that hipster, someone who’s looking for luxury and looking for something better.”
At a recent cocktail reception for media at the SLS in Beverly Hills, Diddy, who just made the move to Los Angeles, spoke about CÎROC® Ultra-Premium Vodka:
“My family is now out here so I am spending much more time in LA and I am committed to supporting this market. We started at 65,000 cases, we are now approaching 2 million cases. CÎROC is almost 3x the size of Belvedere Vodka making us the #2 Ultra Premium Vodka in America.”
“ CÎROC® flavors generate more revenue than any other vodka brand flavors.”
CÎROC® Ultra-Premium Vodka is complex in its creation but complimentary with most mixers from Champagne to Tonic. It comes in four flavors: Peach, Coconut, Snap Frost and Red Berry.
Historically, vodka has been made from natural and local sources of fermentable sugars and starches. CÎROC® is unique and innovative in its use of cold maceration, fermentation and storage processes. Until now, only the top fine wine producers implemented these practices.
Diddy making California-themed t-shirts at CÎROC®'s "Cocktail with Combs" media event at the SLS Hotel Beverly Hills on Thursday, March 29th.
Sean Combs is CEO and founder of Bad Boy Worldwide Entertainment Group is a multifaceted entertainment powerhouse. Combs oversees one of the world’s preeminent urban entertainment companies, encompassing a broad range of businesses including recording, music publishing, artist management, television and film production, recording facility, apparel and restaurants. Sean’s success in music has translated into a collection of businesses leaving an indelible mark on the worlds of entertainment, fashion and fragrance – a true testament to his marketing prowess.
Photo credit : bjorn Photography
