Skip to content
Search
AI Powered
Latest Stories

Me and My Brand: Laura Pearce on Cîroc Vodka

Can you please give an overview of your brand?

Cîroc is a premium vodka filled with flavour and style, that brings celebration toevery occasion. Cîroc is distilled five times from fine French grapes by Master Distiller Jean-Sébastien Robicquet at the historic Distillerie de Chevanceaux in the South of France. Cîroc vodka was launched in 2003 and the portfolio now boasts a range of innovative variants.


How is your brand currently performing?

Cîroc is a brand typically associated with celebratory occasions due to its commitment to a fun-loving and playful lifestyle. The big night in occasion is of great importance, especially in recent months and the significance of premium choices to enjoy at home is key. Cîroc fits to this occasion and is a key brand for both retailers and customers.

The core demographic for Cîroc are experimental, fun-loving, curious, fashion forward and hold luxury in high regard. Cîroc’s share of total vodka sales typically spikes during Christmas across the impulse channel [Nielsen], and there’s a real opportunity for retailers to showcase premium and super premium ranges on shelfthis festive season. Flavours are also a key driver of brand appeal and differentiation, particularly among Cîroc buyers in the convenience sector.

How is the premium spirits market currently performing?

Super-premium spirits value share has recently grown across the total off-trade, up by 17.2 per cent in volume and 14.6 per cent in value, MAT Actual Volume % Chg YA The super-premium vodka category is up by 10.2 per cent in volume and 11 per cent in value [CGA Nielsen Reserve Report]. Premiumisation really is the trend that is definitely here to stay.

How are you supporting your brand & NPD?

We are constantly developing NPD and innovative liquids in line with consumer trends. As well as tapping into key moments for some of our limited edition launches, for example, in the lead up to Christmas we appeal to the gifting and celebratory moment, and we also offer new expressions for wider seasonal moments. Another recent launch was limited-edition Cîroc Watermelon, a variant introduced just before summer – many of our launches coincide with key calendar moments and seasonal occasions.The beautiful packaging also is sure to be a staple at any celebratory occasion, or makes for the perfect gift.

How important are independent retailers to your brand?

Independent retailers are key for Cîroc – a third (34 per cent) of convenience shoppers exclusively shopped for Cîroc via the convenience channel in the last six months and 20 per cent of shoppers who bought Cîroc only considered buying Cîroc in convenience [Incite Research]. Cîroc convenience buyers usually visit an outlet with a clear idea that they’re going to buy Cîroc – most typically, as it is a brand associated with celebratory and “big night in” occasions, consumers will seek Cîroc in their local independent stores that are local to them or in nearby independent stores, making it easier to cater to that occasion.

What trends are occurring in the sector?

The vodka category is strongly driven by innovation.Pushing vodka into the spotlight are also factors including flavour innovation and brands responding to changing consumer tastes and lifestyle habits. Cocktails are also very popular with consumers and vodka is hugely versatile in the sense that it can be enjoyed in many ways – whether it be part of an intricate serve, or simply enjoyed with soda water and a fresh garnish. It makes it an easy “go-to”, especially for the at-home occasion where people can experiment and create their own cocktails. We’ve also seen significant growth within the flavour category in vodka, with flavoured vodka +26 per cent YOY and non-flavoured vodka + 10 per cent YoY [MAT Nielsen to 03.10.20 Value Sales – Total off trade].

Describe your brand in three words…

Celebratory, innovative, playful!

More for you

Vince Lawson

Vince Lawson

Me and My Brand: Vince Lawson of Biotiful Gut Health

Can you please give an overview of your brand

Biotiful Gut Health was founded by figure skater and entrepreneur Natasha Bowes in 2012. Since creating the Kefir category in the UK, we’ve now got over seven million consumers improving their health with our delicious Kefir and are the number-one Kefir brand in the UK.

Keep ReadingShow less
Me and My Brand: Bal Tung of Nido

Bal Tung

Me and My Brand: Bal Tung of Nido

Can you please give an overview of your brand?

First launched in 1944, Nido is an extremely versatile and practical dried whole milk powder. It can be used in many recipes and drinks as a simple substitute for fresh milk. More than 800 glasses of Nido are consumed around the world every second, with Nido 900g & 400g being in the top five per cent of World Foods SKUs!1

Keep ReadingShow less
A lifeline for the UK's grocery workers
Kieran Hemsworth

A lifeline for the UK's grocery workers

GroceryAid, the UK's grocery industry charity, stands as a beacon of hope and support for those who stock our shelves, man our tills, and keep our supply chains running smoothly. As the charity celebrates another year of remarkable impact, Asian Trader sat down with Kieran Hemsworth, who last month completed his first year as CEO, to discuss GroceryAid's mission, achievements, and ambitious plans for the future.


Kieran Hemsworth's journey to the helm of GroceryAid is a story of industry experience meeting purposeful ambition. With a career spanning three decades in the grocery and FMCG sectors, Hemsworth brings a wealth of knowledge and a deep understanding of the industry's challenges to his role.

Keep ReadingShow less
Scandal of the century
Nick Wallis

Scandal of the century

Journalist Nick Wallis has stood by the victims of the Post Office miscarriage of justice for nearly 15 years. Now, as the Inquiry nears its end, he shares his thoughts on the saga – and the guilty

The Post Office scandal is the greatest miscarriage of justice in British legal history, with nearly a thousand wrongful prosecutions, and a massive inquiry is ongoing.

Keep ReadingShow less
Victoria Lockie: Shattering ceilings, making waves

Victoria Lockie: Shattering ceilings, making waves

Industry was left stunned in March this year when leading retail figure Victoria Lockie announced her abrupt departure from Nisa’s Head of Retail position. After all, having spent over a decade at Nisa, much of it leading from the front, Lockie had become a formidable presence, embodying the brand with her strong leadership and even stronger voice.

Her exit left many wondering what her next move would be. It didn’t take long for the answer to emerge.

Keep ReadingShow less