CIROC

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.

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

Product category

Ultra-Premium Vodka

NAICS

Distilleries (312140)

SIC

Beverages (2080)

akta.pro primary industry

Spirits Distilling & Brands (CRADAIAC)

Keywords

• Ultra-premium vodka
• Flavored vodka
• French grape spirits
• Celebration cocktails
• Lifestyle spirits brand

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Others

Revenue model

1. 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.
2. 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

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core 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

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Desert Smash 2026coreGTM or Marketing Partner · 1 March 2026CÎROC 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 OpencoreGTM or Marketing Partner · 1 January 2026CÎROC 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 IngrahamminorStrategic or Co-development Partner · 2 January 2025Celebrity Chef Richard Ingraham partnered with CÎROC to create a tropical tasting menu, showcasing CÎROC flavors in culinary applications.
• Blue Dot Creative ResidencyminorStrategic or Co-development Partner · 1 December 2024CÎROC Champions Creative Ease program - an innovative residency empowering emerging storytellers with creative platform and support.

Scale indicators2 records

Recent moves7 records

Expansion highlights4 records

Direct 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

• Instagraminstagram.com/cirocvodka
• Xx.com/cirocvodka_sa

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about CIROC