By James Atkinson

Diageo can now offer its customers a total vodka category solution, the company said, as it announced a new marketing push to position its super-premium brand Ciroc as the "champagne of vodka".

With rapper P.Diddy as its brand ambassador, Ciroc has become the fastest growing vodka in the United States, driven by its association with celebrity and the U.S. bar culture of table service.

Diageo white spirits marketing manager Nicole Stanners yesterday said the company is looking to replicate the successful activation of the brand in the Australian market.

"It's all about partnerships and being seen with the right people," she said.
"[We'll also be] activating around that champagne moment, so if you think about all those celebratory moments where you drink champagne, that's where we'd like to have Ciroc front and centre."

Stanners told drinks industry journalists that Diageo can now offer its customers a range of vodka brands for every occasion, as well as varied entry points for consumers.

Held at the Ketel One Beach Club at the Island pontoon on Sydney Harbour, the session highlighted Diageo's extensive vodka portfolio, which now includes Ruski following its arrival back from Vok Beverages, Australia's first premix brand UDL, vodka category leader Smirnoff, premium crafted vodka brand Ketel One and the ultimate super premium vodka Ciroc.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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