Diageo has beefed up its presence in the super premium spirits category with the launch of what it believes is the first vodka made from grapes.
Hailing from France, Cîroc is made from wine grapes unlike other vodkas that are normally made from wheat, rye, or potatoes.
The spirit is distilled five times to produce an “elegant vodka with a subtle citrus nose, perfect for creating stylish martinis and cocktails”.
Cîroc is bottled at 40% abv and costs £29.99 for a litre.
Although Diageo said the main focus would be to build up distribution in style bars, it has gained listings in Harvey Nichols and the Sainsbury’s at Bluebird store in London.
Diageo has not ruled out embarking on a more extensive roll out for the brand so long as it does not become too “mainstream” and undermine Cîroc’s premium status.
Meanwhile, Absolut has also made a play for the top end of the vodka sector with a new addition to its range. Level debuted in the US this month and is expected to join the UK portfolio next year.