Beverage Industry

Ciroc, Sean ‘Diddy’ Combs introduce amaretto-flavored vodka

New product joins existing Peach, Coconut and Red Berry flavors

August 26, 2013

Through a strategic alliance between Ciroc and musical artist Sean “Diddy” Combs, brand owner Diageo plc, London, introduced Ciroc Amaretto. With 35 percent alcohol by volume, the cherry-almond-flavored vodka features a hint of vanilla and a smooth finish, the company says.

"Anyone who knows me knows that I love to innovate, whether it's to do something no one else has done before or take something everyone knows and completely reinvent it," Combs said in a statement. "I am excited to introduce the world to our newest creation. Ciroc stands alone as the only brand in the spirits category to produce three of the Top 5-selling flavored vodkas. Ciroc Amaretto will build on this success with a delicious-tasting spirit."

Roderick Blaylock, brand director for Ciroc Ultra Premium Vodka, added in a statement: "Consumers are at the heart of everything we do at Diageo, and admirers of Ciroc are highly engaged with the brand. They consistently tell us that they love the high quality of Ciroc vodka, especially our flavor offerings. We believe that Ciroc Amaretto will be received with the same enthusiasm as Ciroc Peach, Ciroc Coconut and Ciroc Red Berry."

Distribution of Ciroc Amaretto began in July. The new variety now is available nationwide in 50-ml, 200-ml, 375-ml, 750-ml, 1-liter and 1.75-liter sizes, with the suggested retail price of $34.99 for a 750-ml bottle.