Diageo’s Cîroc Enters Brandy Category

Diageo’s Cîroc brand is branching out beyond vodka to enter the brandy category. Diageo and Cîroc partner Sean “Diddy” Combs are unveiling Cîroc VS Fine French Brandy. Retailing at $36 a bottle, the new entry will be available at select retailers in New York, Los Angeles, Washington D.C., Houston, Miami, Atlanta, Detroit, and Las Vegas. The rollout will be backed by a U.S. promotional tour called the VS Lounge, which will visit each of the launch markets. Cîroc partnered with master distiller Jean-Sébastien Robicquet to produce the brandy in the South of France. Cîroc’s entry into the brandy category comes as Cognac continues to soar in the U.S. and American brandies are enjoying a rise in interest.

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