Like Cîroc’s flagship liquid, the Summer Watermelon variant is based on a neutral spirit made with French grapes, which is then flavoured with ‘delicate and natural watermelon’.
The brand recommends harnessing the new vodka’s fruity flavours in a Cîroc Watermelon Spritz and a Cîroc Watermelon Royale.
‘We’re delighted to be launching the latest addition to the Cîroc range in the UK,’ said Richard Larkin, head of Diageo Reserve GB. ‘White spirits continue to lead the way when it comes to seasonal drinks and we are constantly innovating and researching to bring the freshest new flavours to the on- and off-trade.’
The new variant joins Red Berry, Pineapple and Apple in Cîroc’s portfolio of flavoured vodkas. It will be available from 29 April.
Cîroc Limited Edition Summer Watermelon is made with vodka five times distilled from French grapes and finished in a copper pot still in southern France.
The vodka has been infused with a blend of watermelon and other natural flavours, giving it a “juicy fresh taste accented by a sweetness and zest that carries into a smooth finish”.
Cîroc brand partner Sean ‘Diddy’ Combs and hip-hop producer DJ Khaled partnered with Diageo to “identify the proper flavour profile, liquid and taste appeal”.
“I am excited to introduce Cîroc Summer Watermelon as our newest flavour innovation, right in time for the summer,” said Combs.
“We wanted to bring something fun, and refreshing tasting to the table this season.”
The watermelon-flavoured vodka is recommended served on the rocks, mixed with club soda or mixed with juices such as pineapple juice, cranberry juice, lemonade and lime.
The design of the bottle evokes a “fiery hot summer celebration” with red and white packaging and matte red lettering.
DJ Khaled said: “We have the same work ethic and values, so working together to create this limited-edition special flavour 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 music duo debuted the variant through a “guerrilla-style social media blitz” which include a 30-second teaser and launch announcement earlier this month at Coachella festival.
Cîroc Limited Edition Summer Watermelon will also be promoted through “unique” interactive experiences including a Cîroc Summer House – a weekend takeover featuring celebrities such as Ashlee Simpson-Ross and Evan Ross and a special performance by Saweetie at a Moschino x Jeremy Scott event.
The Cîroc Summer House will also tour the US from New York to Miami, including pool parties, rooftop brunches and tastings. It will also feature at music festivals across the US.
In addition, Diageo will launch a new campaign to support the launch, featuring music from reggaeton and Latin trap singer Ozuna. It will run during August in select digital outlets.
Cîroc Limited Edition Summer Watermelon is available in the US in “very limited quantities” at select alcohol stores, pool bars and rooftops this summer.