Cîroc – Great Britain’s leading luxury vodka proves influence is key


Ciroc bartender

Winning in reserve is essential to deliver our strategy. Cîroc is one of the exceptional spirits brands that sits within our reserve portfolio, and while performance in the United States, its core market, has been challenging, we have continued to focus on the opportunity for expansion across the rest of the world, and a great example of this is in Great Britain (GB).

Cîroc became the number one ultra premium vodka in GB by volume in 2016, and has continued to gain share in 2017. Its success has been built on a deep understanding of how and where consumers want to enjoy luxury celebrations. Through partnering with an influential selection of nightclubs and venues in cities across GB, Cîroc has captured the celebration occasions with consumers and created a halo effect that has filtered into growth in the on and off-trade.

More broadly, ambassadors in the form of our Learning for Life graduates also play a key role in our responsible drinking strategy and 2017 saw another successful cohort of graduates. The programme helps prepare young adults to find and succeed in jobs in hospitality and bartending through practical training and coaching. Learning for Life training always includes our DRINKiQ.com alcohol awareness module, which helps graduates play their part in reducing harmful drinking. More than 900 people have graduated from 80 courses, and Learning for Life helped Diageo win the British Institute of Innkeeping’ s Training Company of the Year award in 2016.