Ad Age has recognized Ciroc as one of the hottest brands in America…and with good reason. Diddy has Ciroc being popped in clubs and parties across the country. Since Diddy was hired as their brand manager in 2007, their brand grew 552% and has replaced Belvedere as the second-ranked vodka in the “ultra-premium” category.
“In the African-American community, he has a lot of influence,” said Megan Metcalf, editor of Wine & Spirits Daily. “He did a good job of reaching out to them, and from there it sounds like they had more Anglos in other markets jumping on board.”
Sales jumped 41% to $6.8 million in the year ended Oct. 3, according to SymphonyIRI, which excludes Walmart, club and liquor stores, and bars and restaurants.
Before Diddy, Ciroc was only pushing a “grape” line extension and according to them, “no one really cared. It didn’t carry around enough catchet” Bring on Puff, add coconut and red-berry flavors…and you have one of the top vodkas in the US!
Congrats to Ciroc and Diddy! (I know I love a good #CocoLoso!!)
