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{{Use dmy dates|date=October 2021}}
{{Short description|Brand of French alcoholic beverages}}
{{Infobox beverage
| name         = Cîroc
| image        = [[File:Cîroc vodka.jpg|220px]]
| image_size   = 200
| caption      = Cîroc Snap Frost Vodka
| type         = [[Vodka]] and flavored vodka
| proof        = 80 (vodka and brandy)<br />70 (flavored varieties)
| manufacturer = [[Diageo]]
| origin       = France
| introduced   = 2003<ref name=OurRoots/>
| variants     = Snap Frost {{small|(blue)}}<br />French Vanilla {{small|(beige)}}<br />Red Berry {{small|(red)}}<br />Coconut {{small|(silver)}}<br />Peach {{small|(orange)}}<br />Amaretto {{small|(brown)}}<br />Pineapple {{small|(yellow)}}<br />Apple {{small|(green)}}<br />Mango
{{small|(pink)}}<br/>Pink Grapefruit {{small|(pink)}}<br />Summer Colada [Limited]&nbsp;{{small|(gold)}}<br />Black Raspberry [Limited]&nbsp;{{small|(black)}}<br />Summer Citrus [Limited]<br />Summer Watermelon [Limited] (red)<br />Pomegranate [Limited]&nbsp;{{small|burgundy}}<br />White Grape (gold)<br />Limonata [Limited] (yellow)
| website      = {{url|ciroc.com}}
}}

'''Cîroc'''{{pronunciation needed|date=June 2025}} is a brand of [[alcoholic beverages]] produced in France since 2003 and owned by the British-based [[multinational corporation|multinational]] alcoholic beverage maker [[Diageo]].<ref name=OurRoots>{{cite web |url=https://www.ciroc.com/en-row/our-roots#! |title=Cîroc – Our Roots |website=Cîroc |access-date=9 October 2021}}</ref><ref name="madamenoire">{{Cite web |title=How A Splash of Premium Vodka and 2 Parts Diddy Catapulted Cîroc |url=http://madamenoire.com/109235/the-rise-and-overnight-success-of-ciroc/ |access-date=6 December 2014 |website=MadameNoire|date=11 April 2011 }}</ref> The brand family includes [[vodka]], flavored products containing vodka, and [[brandy]].  From 2007 the marketing and promotion for Cîroc in the United States was in conjunction with rapper and producer [[Sean Combs]] in an "equal-share venture" with profits from the brand being split between Combs and Diageo,<ref name="Ciroc2009" /> but this was terminated in 2024 after a legal dispute, leaving Diageo the sole owner.<ref>{{Cite news |date=17 January 2024 |title=Diddy and drinks giant Diageo settle dispute over tequila |url=https://www.bbc.co.uk/news/business-68002039 |work=BBC News}}</ref>

== Etymology ==
The name "Cîroc" is a [[portmanteau]]  of the French word ''cime'', meaning peak or summit-top, and ''roche'', meaning rock, a reference to the high-altitude vineyards of the [[Gaillac AOC|Gaillac]] region where [[Mauzac (grape)|Mauzac]] grapes are grown (the 'î' in the Cîroc logo is the [[Î|i-circumflex]] letter used in the French language.)<ref>{{Cite web |title=Diageo.com – Ciroc |url=http://www.diageo.com/en-row/ourbrands/categories/spirits/Pages/Vodka.aspx#ciroc |url-status=dead |archive-url=https://web.archive.org/web/20101007042128/http://www.diageo.com/en-row/ourbrands/categories/spirits/Pages/Vodka.aspx#ciroc |archive-date=7 October 2010 |access-date=5 September 2015}}</ref><ref>{{Cite web |first=Jamie |last=Connor |title=Cîroc |url=https://prezi.com/g17p7tcqg7j4/ciroc/ |website=[[Prezi]]}}</ref>

== Vodka production process ==
Cîroc's vodka is distinguished from nearly all other vodkas by being derived from grapes, rather than using [[grain]], [[potato]]es, or [[maize]] (corn). It is distilled to a very high level of [[alcohol by volume]] (ABV) concentration{{snd}} about 96% (roughly the practical limit of ordinary distillation practices due to the [[ethanol]] and water becoming an [[azeotrope]] mixture) and is not aged or flavored before being diluted with water to 40% ABV (80 [[U.S. proof]]) for bottling, and thus fulfills the criteria for labeling as vodka (which in the United States requires at least 95% distillation concentration and 40% ABV bottling concentration for vodka).<ref name=SIDS/>

The producer of Cîroc emphasizes its being distilled five times. The first four distillations use [[column still]]s and the final distillation is performed in a traditional copper [[pot still]] at the Distillerie de Chevanceaux.<ref>{{Cite web |title=Brand Heritage and Distillation Process |url=http://ciroc.com/abouts/view/5 |access-date=8 October 2021 |website=Cîroc}}</ref>

== Flavored products containing vodka ==
Since 2010, the Cîroc brand has included a family of flavored drinks containing vodka. In the United States, these flavored beverages are bottled at 70 [[U.S. proof]] (35% [[alcohol by volume|ABV]]){{snd}} a lower ABV level than (unflavored) vodka, although much higher than that of a typical [[mixed drink]]. In the United States, the labels of these products say "made with vodka" rather than simply "vodka", although they are referred to as vodkas on the company website.<ref name=SIDS>{{cite web |url=https://www.ecfr.gov/current/title-27/chapter-I/subchapter-A/part-5/subpart-C |title=United States Code of Federal Regulations 27 CFR 5.22(a) Standards of Identity for Distilled Spirits }}</ref><ref name=OurVodkas/>

The brand introduced two flavored varieties to the market in 2010: Red Berry and Coconut. In 2011, the company added a Peach flavor. In May 2013, Cîroc and Sean “Diddy” Combs announced that a new flavor would be released called Cîroc Amaretto.<ref>{{Cite web |title=Ciroc And Diddy Reveal The Newest Flavor: Amaretto |url=http://thesource.com/2013/05/31/ciroc-unveils-the-newest-flavor-amaretto/ |website=The Source|date=31 May 2013 }}</ref> On 15 July 2014, Combs announced via his [[Instagram]] page that Cîroc Pineapple would be the next flavor. In 2015, he announced a [[Granny Smith|green apple]] flavor,<ref>{{Cite web |date=21 December 2011 |title=Diddy's Luck Be A Lady Cîroc Commercial (extended version) [Video] |url=http://www.soulculture.co.uk/culture-2/film-tv/diddys-luck-be-a-lady-ciroc-commercial-extended-version-video/ |website=soulculture.co.uk}}</ref><ref>{{Cite web |title=Buy Ciroc Pineapple from Azure Drinks |url=http://www.azuredrinks.co.uk/ciroc-pineapple/ |website=Azure Drinks |access-date=29 March 2015 |archive-date=2 April 2015 |archive-url=https://web.archive.org/web/20150402095028/http://www.azuredrinks.co.uk/ciroc-pineapple/ |url-status=dead }}</ref> in 2016 [[DJ Khaled]] was signed as another brand ambassador co-promoting a new mango flavor,<ref>{{cite magazine |url=https://www.billboard.com/articles/columns/hip-hop/7542086/dj-khaled-ciroc-mango-the-keys-hillary-clinton |magazine=[[Billboard (magazine)|Billboard]] |title=DJ Khaled Talks Becoming the Face of CÎROC Mango, Forthcoming Book & Love for Hillary Clinton |date=17 October 2016 |last=Ketchum |first=William E. III}}</ref> and in 2017 Combs announced a [[French vanilla]] flavor to be produced in partnership with hip-hop artist [[French Montana]].<ref>{{Cite web |last=Diddy |date=10 August 2017 |title=Hip Hop Can Get Money Together! |url=https://www.youtube.com/watch?v=84i79CjjvKE  |archive-url=https://ghostarchive.org/varchive/youtube/20211213/84i79CjjvKE |archive-date=2021-12-13 |url-status=live|website=YouTube}}{{cbignore}}</ref> As of October 2021, the U.S. brand offerings include seven main-line flavor varieties: Mango, Apple, Pineapple, Red Berry, Coconut, Peach, and French Vanilla, and four "limited edition" varieties: White Grape, Summer Citrus, Summer Watermelon, and Pomegranate.<ref name=OurVodkas>{{cite web |url=https://www.ciroc.com/en-us/vodkas |website=Cîroc |title=Our Vodkas |access-date=7 October 2021}}</ref> In April 2022 Ciroc introduce one more flavor as CÎROC PASSION.<ref>{{cite web |url=https://liqinfluencer.com/product-category/ciroc/|title=liqinfluencer.com Website |access-date=22 July 2022}}</ref>

== Brandy ==
Cîroc VS Brandy, bottled at 80 U.S. proof (40% ABV), was added to the brand family in June 2018.<ref name=TSBbrandy2018>{{cite web |url=https://www.thespiritsbusiness.com/2018/06/diageo-moves-into-brandy-with-ciroc-vs/ |title=Cîroc vodka moves into brandy |website=[[The Spirits Business]] |access-date=8 October 2021 |first=Nicola |last=Carruthers
|date=12 June 2018}}</ref> It is a blend of aged French brandies, some of which is distilled in copper [[pot still]]s and aged in [[Oak (wine)|French oak]].<ref name=TSBbrandy2018/> A review in ''[[The Spirits Business]]'' said its taste profile has {{"'}}rich' notes of fresh fruit, vanilla and a hint of French oak".<ref name=TSBbrandy2018/> In brandy production, "[[Brandy#Labelling of grades|VS]]" is an abbreviation for "very special" and typically refers to a blend in which the youngest brandy has been aged for at least two years in a [[Barrel#Brandy|cask]].<ref name="BNIC etiquette">{{Cite web |url=http://www.bnic.fr/cognac/_en/2_cognac/index.aspx?page=etiquette |title=All about Cognac – Reading a label |access-date=9 March 2015 |archive-url=https://web.archive.org/web/20161223223212/http://www.bnic.fr/cognac/_en/2_cognac/index.aspx?page=etiquette |archive-date=23 December 2016 |url-status=dead |website=Bureau National Interprofessionnel du Cognac }}</ref>

== Background ==
Cîroc was founded in France by [[Jean-Sébastien Robicquet]], whose family is from the [[Bordeaux wine|wine-growing]] region of [[Bordeaux]].<ref name="Robicquet1">{{Cite web |date=15 August 2013 |title=My life in food: Jean-Sebastien Robicquet, founder, Cîroc vodka |website=[[Independent.co.uk]] |url=https://www.independent.co.uk/life-style/food-and-drink/features/my-life-in-food-jeansebastien-robicquet-founder-croc-vodka-8764346.html |access-date=2 September 2015}}</ref><ref name="Robicquet2">{{Cite web |date=31 May 2013 |title=Jean-Sebastien Robicquet: The genius behind Vodka |url=http://jamaica-gleaner.com/gleaner/20130531/social/social2.html |work=[[The Gleaner]] |access-date=2 September 2015}}</ref> Robicquet, whose family has been in the wine and spirits business since the early 17th century, had studied winemaking in university before moving into [[distilled beverage|spirits]] production.<ref name="Robicquet1" /><ref name=Robicquet3>{{cite web |url=https://www.diffordsguide.com/producers/1446/ciroc-distillery-ewg/history |title=Distilleride Chevanceauxin (Ciroc Distillery): Jean-Sébastien Robicquet |work=Difford's Guide |access-date=9 October 2021}}</ref> Having worked for French [[cognac]]-maker [[Hennessy]] for ten years, he was approached by the British-based [[Diageo]] – which owns a 34% stake in Hennessy – to produce a vodka made from grapes as opposed to grain or potato common among most vodka.<ref name="Robicquet1" /><ref name="Robicquet2" /> Jean-Sebastien Robicquet is recognized as a "Commander of Bordeaux" by the Great Council of Bordeaux for his accomplishments in the field of wine/liquor.<ref name="Robicquet1" /><ref name="Robicquet2" />

== Marketing ==
=== Marketing campaign history ===
When the brand was launched in 2003, [[National Football League|NFL football]] player [[Earl Little]] was one of the first American [[brand ambassadors]] to promote the beverage in the U.S. market.<ref name=HighSnobiety>{{cite web |url=https://www.highsnobiety.com/p/diddy-highest-paid-musician/ |title=How Diddy Became the Highest Paid Musician Without Releasing an Album |website=High Snobiety |date=2017 |first=Alec |last=Banks |access-date=9 October 2021}}</ref> It was introduced to nightclubs and venues throughout the United States and marketed especially in cities such as [[Atlanta]] and [[Miami]].

In 2007, Jay-Z became a brand ambassador for the vodka brand, which had been struggling to sell 40,000 cases in its first few years on the market. In December 2007, the commercial for Cîroc had Sean Combs calling the drink the "official vodka of New Year's" after brand became official sponsor for [[Cîroc The New Year]] event.<ref>{{Cite web |last=Paine |first=Jake |date=2009-12-30 |title=Diddy & Ciroc Offer Cabfare and Metrocards For New Years Eve |url=https://hiphopdx.com/news/id.10351/title.diddy-ciroc-offer-cabfare-and-metrocards-for-new-years-eve |access-date=2022-07-16 |website=HipHopDX}}</ref> Describing his ambassadorship of the brand, Combs sometimes jokingly refers to himself as "Cîroc Obama". Combs's brand evangelism improved sales substantially;<ref name="Ciroc2009">{{Cite news |date=30 October 2009 |title=Diageo Turns to Dutch, Diddy Partnerships for Vodka Expansion |website=[[Bloomberg News|Bloomberg]] |first=Andrew |last=Cleary |url=https://www.bloomberg.com/apps/news?pid=newsarchive&sid=aJC.eTdMO4vk |access-date=1 May 2011 |archive-url=https://web.archive.org/web/20150924151558/https://www.bloomberg.com/apps/news?pid=newsarchive&sid=aJC.eTdMO4vk |archive-date=24 September 2015}}</ref> By 2014, the brand was selling more than two million cases per year.<ref name=HighSnobiety/><ref>{{cite web |website=[[Adweek]] |date=17 November 2015 |title=Sean 'Diddy' Combs Is Rebranding Ciroc for the Millennial Mindset |url=https://www.adweek.com/brand-marketing/sean-diddy-combs-rebranding-ciroc-millennial-mindset-161454/ |first=Christopher |last=Heine |access-date=9 October 2021 }}</ref>

Following the success of the partnership, Combs and Diageo also co-purchased the [[DeLeón Tequila]] brand in December 2013.<ref>{{cite web |title=Sean 'Diddy' Combs buys premium tequila brand DeLeon with Diageo |url=https://www.theguardian.com/business/2014/jan/08/sean-diddy-combs-buys-deleon-tequila-diageo |work=[[The Guardian]] |date=8 January 2014}}</ref> Combs's ownership of the liquor brands is managed through his company [[Combs Enterprises]], which also includes AquaHydrate [[bottled water]] and various non-beverage businesses.<ref>{{cite web |url=https://www.combsenterprises.com/ |title=Combs Enterprises |access-date=8 October 2021 |archive-date=8 October 2021 |archive-url=https://web.archive.org/web/20211008142608/https://www.combsenterprises.com/ |url-status=dead }}</ref>

The Colangelo brand development company was involved in the development of brand positioning.<ref>{{cite web |url=https://colangelo-sm.com/case-study/ciroc/ |title=CÎROC Vodka for All |website=Colangelo |access-date=8 October 2021}}</ref>
Brand Development agency [[Haines McGregor]] are responsible for Global research, positioning and identity development for Cîroc. The work included the development of brand guidelines and growth driver tool-kits for all markets.{{fact|date=May 2017}}

On 14 December 2011, the company began airing a "[[Luck Be a Lady]]" advertising campaign for ultra premium vodka, directed by [[Anthony Mandler]]. The ads feature a group of elegantly dressed friends (Combs, [[Frank Vincent]], [[Eva Pigford]], [[Michael K. Williams]], [[Aaron Paul]], [[Dania Ramirez]], [[Chrissy Teigen]], and [[Jesse Williams (actor)|Jesse Williams]]) enjoying a festive night on the town.

Other artists such as [[DJ Khaled]] (added in 2016) and rapper [[French Montana]] (starting in 2017) have also been involved in the brand's development and marketing.

In 2020, Cîroc introduced a #CÎROCStands initiative, which encouraged voting in the [[2020 United States elections]] and was expanded to promote Black-owned businesses and especially businesses owned by Black women.<ref>{{cite web |url=https://www.bustle.com/life/ingrid-best-comb-enterprises-spirits-industry-more-inclusive |title=Meet The Marketing Pro Behind Diddy's Cîroc Vodka & DeLeón Tequila |website=[[Bustle (magazine)|Bustle]] |date=24 September 2021 |access-date=8 October 2021 |first=Princess |last=Gabbara}}</ref>

In Nigeria, Cîroc promoted fashion entrepreneur Ozinna Anumudu as its "newly unveiled member of the Cîroc circle" in September 2021.<ref>{{cite web |url=https://www.bellanaija.com/2021/09/ciroc-summer-brunch/ |title=Ciroc unveils Ozinna in plush Summer Brunch Party |website=[[BellaNaija]] |date=26 September 2021}}</ref>

=== Lack of sponsorship disclosure ===
The brand's marketing on [[social media]] has come under criticism for a lack of adequate disclosure of paid promotional activities. In 2017, the [[U.S. Federal Trade Commission]] (FTC) sent a letter to Combs and 45 other celebrities to remind them of legal requirements to properly disclose their paid sponsorships, and in early 2018 the [[Truth in Advertising (organization)|Truth in Advertising]] watchdog organization (abbreviated TINA) sent a letter of complaint to DJ Khaled and Diageo expressing concerns about Cîroc. Later in 2018, TINA sent a letter of complaint to the FTC, pointing out the actions of 50 influencers that it said were in violation of disclosure requirements involving their promotion of the Cîroc brand. These influencers included Combs, DJ Khaled, French Montana, [[Alessandra Ambrosio]], [[Cassie Ventura|Cassie]], [[Bow Wow (rapper)|Bow Wow]], and [[Ashanti (singer)|Ashanti]].<ref name=FTCads>{{cite web |url=https://www.buzzfeednews.com/article/katienotopoulos/ciroc-vodka-ftc-instagram-influencers-diddy |title=Cîroc Ads By Diddy And Others Violate FTC Rules On Influencer Ads Once Again, An Advocacy Group Said |work=[[Buzzfeed News]] |date=12 December 2018 |first=Katie |last=Notopoulos }}</ref> DJ Khaled later removed the problematic advertisements that he was involved with, which had included more than 300 promotions of Cîroc and other brands between June 2017 and March 2018.<ref>{{cite web |url=https://www.miamiherald.com/miami-com/miami-com-news/article225795670.html |title=DJ Khaled was under fire about his alcohol use. So he did something about it. |work=[[Miami Herald]] |date=7 February 2019 |first=Madeleine |last=Marr}}</ref> TINA also complained that the brand's promotion activities included material likely to reach audiences who are under the legal drinking age.<ref name=FTCads/>

==See also==
* {{portal-inline|Liquor}}

==References==
{{Reflist}}

==External links==
* {{Official website|https://www.ciroc.com/}}

{{Diageo plc}}
{{Vodkas}}
{{DEFAULTSORT:Ciroc}}
[[Category:Diageo brands]]
[[Category:French vodkas]]