Sean “Diddy” Combs, DJ Khaled and the makers of CÎROC Ultra Premium Vodka, a brand of Diageo North America, unveiled the newest addition to its premium vodka portfolio: Summer Watermelon. CÎROC Summer Watermelon is a rich-tasting spirit made with vodka five times distilled from French grapes and finished in a tailor-made copper pot still in Southern France, the company says.
The vodka is then infused with a distinctive blend of watermelon and other natural flavors, resulting in a juicy, fresh taste accented by a sweetness and zest, it adds.
"I am excited to introduce CÎROC Summer Watermelon as our newest flavor innovation, right in time for the summer," Combs said in a statement. "We wanted to bring something fun, and refreshing tasting to the table this season. With this spirit we aimed to capture the essence of summer and bottled it. CÎROC has a reputation for delivering the most successful flavor innovations and we aim to do this again with Summer Watermelon."
Combs collaborated with long-time friend and award-winning producer DJ Khaled, working together to identify the proper flavor profile, liquid and taste appeal, the company says. The result — CÎROC Summer Watermelon — is a product born from summer and bred for sunshine, it adds.
Khaled commented: “I love working with Puff because I know that he puts 100 percent into everything that he does. He always hustles to make sure that it's the best product. We have the same work ethic and values, so working together to create this limited-edition special flavor to help kick off the summer was key. Working hard also means celebrating your success, and CÎROC Summer Watermelon was designed specifically for celebration. The summer season is all about being around those you love and celebrating your wins."
The newest flavor first launched this past weekend at the Coachella Valley Music and Arts Festival. The brand turned the Palm Springs Korakia Penisone into the CÎROC Summer House, offering guests and visitors a first taste.
The Coachella CÎROC Summer House began a series of nationwide events from New York to Miami including pool parties, rooftop brunches and tastings in top markets across the country, the company says. CÎROC also will host a series of CÎROC Summer Houses at top music festivals.
Also set to be released this week is a new campaign with music from award-winning Reggaeton and Latin trap singer Ozuna. The campaign spot will run through August on select digital outlets.