CIROC
CIROC is an ultra-premium vodka brand owned by Diageo, producing five-times distilled French grape vodka and a portfolio of flavored variants for premium spirits consumers and cocktail enthusiasts via global retail, hospitality, and e-commerce channels.
- Company typePrivate
- Founded2003
- HeadquartersLondon, United Kingdom
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What CIROC does
CIROC is an ultra-premium vodka brand founded in 2003 by Master Distiller Jean-Sébastien Robicquet in collaboration with Diageo, headquartered within Diageo's London-based parent structure with production at the historic Maison Villevert Distillery in Villevert, France (Cognac region). The brand differentiates its core product through a five-times distillation process applied to fine French grapes rather than grain, including a final distillation in a tailor-made copper pot still, yielding a gluten-free spirit with a fresh, citrus-forward profile. Its product portfolio comprises CIROC Premium Vodka as the flagship, seven permanent flavored variants (Red Berry, Pineapple, Peach, Apple, Coconut, Mango, French Vanilla), and a rotating set of limited editions (Limonata, White Watermelon, Summer Watermelon, plus the July 2024 Limonata Drops extension).
CIROC generates revenue through wholesale and retail spirits sales via Diageo's distribution network across retail liquor stores, supermarkets, on-premise hospitality venues (bars, restaurants, hotels, event sites), and its own e-commerce storefront, supported by event-driven marketing, celebrity partnerships, and lifestyle branding. Pricing is positioned at the ultra-premium tier with 40% ABV on the core SKU and 30-35% ABV on flavored and limited editions, though specific public retail pricing is not disclosed on the brand website. The brand targets premium spirits consumers and cocktail enthusiasts through lifestyle and status-driven positioning, with celebrity endorsements (historically Sean Combs/P. Diddy, more recently Chef Richard Ingraham) and major US sports sponsorships including Desert Smash 2026 and a three-year Nexo Dallas Open partnership beginning in 2026.
In December 2024, Diageo publicly explored a sale of the CIROC brand per Bloomberg, introducing material uncertainty around future ownership and capital allocation, though CIROC's operating status remains active with continued partnership announcements and product launches through 2026.
CIROC firmographics
Firmographics- Name
- CIROC
- Legal name
- Cîroc Distilling Company
- Website
- https://ciroc.com
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Short description
- CIROC is an ultra-premium vodka brand owned by Diageo, producing five-times distilled French grape vodka and a portfolio of flavored variants for premium spirits consumers and cocktail enthusiasts via global retail, hospitality, and e-commerce channels.
- Ownership category
- akta.pro rank
CIROC industry classification
Industry- Product category
- Ultra-Premium Vodka
- NAICS
- Distilleries (312140)
- SIC
- Beverages (2080)
- akta.pro primary industry
- Spirits Distilling & Brands (CRADAIAC)
Keywords
Where CIROC is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices4 records
Markets served
CIROC business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Others
Revenue model
- Spirits Product Sales: CÎROC generates revenue through the sale of its ultra-premium vodka and flavored vodka products (Premium, Red Berry, Pineapple, Peach, Apple, Coconut, Mango, French Vanilla, Limonata, Summer Watermelon, White Grape) to consumers through retail liquor stores, bars, restaurants, and e-commerce channels.
- Event Sponsorships: CÎROC serves as official vodka sponsor for premium events like Desert Smash and Nexo Dallas Open, generating brand visibility and consumer engagement through hospitality and activation experiences.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Ultra-premium vodka positioning with standard 40% ABV for core products |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
CIROC product offering
Product offeringCore offering
CIROC produces and sells ultra-premium vodka distilled five times from fine French grapes at Maison Villevert Distillery in the South of France. Its offering includes a flagship unflavored vodka plus a portfolio of seven permanent flavored variants (Red Berry, Pineapple, Peach, Apple, Coconut, Mango, French Vanilla) and rotating limited-edition seasonal flavors (Limonata, White Grape, Summer Watermelon), positioned for celebrations and cocktail occasions.
Product overview
CÎROC is an ultra-premium vodka brand offering a portfolio of flavored vodkas. The core product is CÎROC Premium Vodka (five-times distilled from fine French grapes at Maison Villevert Distillery). The product line includes seven permanent flavored vodkas: Red Berry, Pineapple, Peach, Apple, Coconut, Mango, and French Vanilla. Additionally, the brand releases limited edition seasonal flavors including Limonata, White Grape, and Summer Watermelon. All products are positioned for cocktail creativity and celebration occasions, distributed by parent company Diageo.
Differentiator
Problem solved
Functional benefit
Products and services
- CÎROC Premium Vodka Ultra-premium unflavored vodka distilled five times from fine French grapes, finished in a tailor-made copper pot still at Maison Villevert. The brand's flagship spirit, gluten-free with a distinctive fresh, smooth, fruity taste.
- CÎROC Red Berry Flavored vodka five-times distilled from fine French grapes and masterfully infused with raspberries, blackberries, and other natural flavors. Refreshingly smooth.
- CÎROC Pineapple Flavored vodka five-times distilled from fine French grapes, infused with pineapple and other natural flavors for tropical cocktail applications.
- CÎROC Peach Flavored vodka five-times distilled from fine French grapes, masterfully infused with peach flavors, with a rich, smooth texture and hints of orchard fruit.
- CÎROC Apple Flavored vodka five-times distilled from fine French grapes, infused with apple and other natural flavors, providing a crisp twist to vodka cocktails.
- CÎROC Coconut Flavored vodka five-times distilled from fine French grapes, infused with coconut and tropical fruit flavors, with aromas of freshly grated coconut and vanilla.
- CÎROC Mango Flavored vodka five-times distilled from fine French grapes, infused with mango flavors delivering a rich, luscious mouthfeel and tropical cocktail profile.
- CÎROC French Vanilla Flavored vodka five-times distilled from fine French grapes, with a distinctive vanilla flavor inspired by the French way of making vanilla ice cream.
- CÎROC Limonata Limited-edition citrus vodka combining five-times distilled vodka with citrus and Italian lemon flavors, positioned as a bold, refreshing Mediterranean-summer serve.
- CÎROC White Grape Limited-edition flavored vodka infused with white grape and other natural flavors (35% ABV), positioned as a festive-season celebration serve.
- CÎROC Summer Watermelon Limited-edition flavored vodka five-times distilled from fine French grapes, masterfully infused with summer watermelon and other natural flavors.
Quantifiable outcome
- Gluten-free vodka alternative to grain-based competitors
Companies that use CIROC
Customer profileSegments3 records
Ideal customer profiles3 records
CIROC technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
CIROC partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Desert Smash 2026coreCÎROC as official vodka sponsor of the Desert Smash 2026 celebrity tennis event in La Quinta, California. Partnership includes cocktail experiences, pop-ups, and hospitality moments, emphasizing the brand's sports, culture, and leisure focus.
- Nexo Dallas OpencoreCÎROC announced a three-year partnership as official vodka of the Nexo Dallas Open tennis tournament held at The Star in Frisco, Texas, starting 2026. Features cocktail experiences, mobile bars, and fan engagement activities.
- Chef Richard IngrahamminorCelebrity Chef Richard Ingraham partnered with CÎROC to create a tropical tasting menu, showcasing CÎROC flavors in culinary applications.
- Blue Dot Creative ResidencyminorCÎROC Champions Creative Ease program - an innovative residency empowering emerging storytellers with creative platform and support.
Scale indicators2 records
Recent moves7 records
Expansion highlights4 records
CIROC competitors and assessment
Company assessmentDirect peers
- Grey Goose: Grey Goose is the most direct competitor to CÎROC in the ultra-premium vodka category, positioned on French provenance and craft distillation. Both brands compete for the same on-premise and off-premise occasions at similar price points.
- Belvedere Vodka: Belvedere is a Polish rye-based ultra-premium vodka owned by LVMH, competing head-to-head with CÎROC in bars, restaurants, and premium retail. Comparable positioning, flavor extensions, and lifestyle marketing.
- Ketel One: Ketel One is a fellow ultra-premium vodka also owned by Diageo, providing direct read-across on category economics and distribution synergies. Overlaps with CÎROC in on-premise accounts and flavor SKU strategies.
- Absolut Vodka: Absolut is a global premium vodka owned by Pernod Ricard, with an extensive flavored portfolio directly comparable to CÎROC's Red Berry, Pineapple, and Peach lines. Competes across both retail and on-premise channels worldwide.
- Tito's Handmade Vodka: Tito's is the largest premium vodka brand in the US by volume, competing for the same consumer occasions and trade listings as CÎROC. Its rapid growth has reshaped the competitive set CÎROC operates in.
- Stolichnaya (Stoli): Stolichnaya is a premium Russian-origin vodka with an established flavored portfolio (Elit, Stoli flavored lines) that competes with CÎROC in global on-premise and travel retail. Comparable heritage-led premium positioning.
Broad incumbents
- Casamigos Tequila: Casamigos is a celebrity-founded super-premium spirits brand owned by Diageo, demonstrating the model of brand-building and eventual strategic exit that could apply to CÎROC. Useful read-across for premium spirits M&A multiples.
- Don Julio Tequila: Don Julio is a Diageo-owned super-premium tequila that increasingly competes with CÎROC for premium spirits occasions. Comparable in target consumer, price tier, and lifestyle marketing approach.
- Patrón Tequila: Patrón is a super-premium tequila owned by Bacardi, competing with CÎROC for share of premium spirits occasions and shelf space in the same retail and on-premise accounts. Useful for cross-category premium spirits benchmarking.
- Hennessy: Hennessy is LVMH's flagship premium spirits brand, anchoring the cognac category that competes for similar luxury and celebration occasions as CÎROC. Comparable in cultural cachet, lifestyle marketing, and global distribution scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
CIROC social profiles
Digital presenceCIROC financial estimates
Financial estimateRevenue estimate
Valuation estimate
CIROC leadership team
Management profileNumber of profiles
Profiles1 record
CIROC funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
CIROC M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about CIROC
What does CIROC do?
CIROC produces and sells ultra-premium vodka distilled five times from fine French grapes at Maison Villevert Distillery in the South of France. Its offering includes a flagship unflavored vodka plus a portfolio of seven permanent flavored variants (Red Berry, Pineapple, Peach, Apple, Coconut, Mango, French Vanilla) and rotating limited-edition seasonal flavors (Limonata, White Grape, Summer Watermelon), positioned for celebrations and cocktail occasions.
Is CIROC a public or private company?
CIROC is a private company. It is classified as corporate owned and is currently operating.
When was CIROC founded?
CIROC was founded in 2003.
Where is CIROC based?
CIROC is headquartered in London, United Kingdom, in the Europe region.
How does CIROC make money?
Two revenue lines are on record. Spirits Product Sales are the primary driver. The others are event Sponsorships.
Who are CIROC's main competitors?
Direct peers on record are Grey Goose, Belvedere Vodka, Ketel One, Absolut Vodka, Tito's Handmade Vodka and Stolichnaya (Stoli). Broad incumbents are Casamigos Tequila, Don Julio Tequila, Patrón Tequila and Hennessy.
Does CIROC have an API?
No public API is recorded for CIROC.
What industry is CIROC in?
CIROC's product category is Ultra-Premium Vodka. Its primary akta.pro industry code is CRADAIAC, Spirits Distilling & Brands. Its NAICS code is 312140 and its SIC code is 2080.