Diageo has partnered with Selfridges to relaunch a limited edition Summer Colada variant of its ultra-premium vodka Cîroc in the UK. Credit: Diageo.

Global alcoholic beverages company Diageo has partnered with Selfridges to relaunch a limited edition Summer Colada variant of its ultra-premium vodka Cîroc in the UK.

The expression was an ‘overwhelming success’ when it was first launched in April 2017 as the brand’s first limited-edition expression.

Cîroc’s Summer Colada product is inspired by Piña Colada and contains natural pineapple and coconut flavours; the dominant aroma is pineapple with a touch of coconut cream. It is made with vodka created from French grapes distilled five times and is packaged in a white bottle with gold-coloured writing.

The product is part of the brand’s 2018 summer collection, which also includes peach and pineapple flavours.

Head of Diageo Reserve Great Britain Nick Temperley said: “Cîroc is the UK’s leading ultra-premium vodka and is performing exceptionally well in both the on and off-trades, outperforming the category, up 30.4% in volume and 37.7% in value.

“Cîroc is paving the way in flavour innovation as the fastest growing ultra-premium vodka in the UK over the last few years. Cîroc Summer Colada will no doubt help accelerate further growth as consumer demand for new flavour profiles continues to rise.”

Cîroc Summer Colada was relaunched in the US earlier in April in collaboration with Combs enterprises, owned by musician Sean ‘Diddy’ Combs, which includes a portfolio of premium spirits and wine businesses.

Combs said: “This summer we’re bringing back Summer Colada, one of our most successful limited edition variants.

“We’re pairing it with Cîroc fan favourites to create the ultimate Summer Collection. Cîroc continues to grow and thrive with flavour innovation and year after year is a dominant force in the market.”

Cîroc vodka was created in 2003 by Jean-Sébastien Robicquet, Master Distiller of Maison Villevert, which produces gin, such as G’vine Floraison and 1495 Gin, and cognac. The five-time distilled vodka comes in a range of flavours including plain, mango, amaretto, French vanilla and red berry.