Sean “Diddy” Combs and Cîroc have unveiled their latest flavored vodka, Cîroc Passion. “The new signature flavor is the first offering in the Cîroc portfolio that delivers more than a distinct taste; its bold design reflects an intensity and a frequency you have to experience,” says a press release. This is the 15th flavored release from the music and media mogul and the Diageo-owned brand.
Inspired by Diddy’s personal philosophy of do something passionately, or don’t do it at all, this innovation is his most ambitious passion project to-date. The release of Cîroc Passion is the result of over two years of experimentation and development between Combs and Diageo to perfect the liquid, finetune the bottle design, and craft signature cocktails. Combs spearheaded each aspect of the process in collaboration with Cîroc, from leading creative and product design to shaping product packaging and guiding marketing efforts.
“Cîroc Passion is the purest and boldest expression of love, so I wanted to develop a new flavor of Cîroc that embodies my spirit and brings consumers into the frequency,” said Diddy. “To be the best, you have to be fearless and follow that fire within you; that’s why we have been leaders in innovation and believe Cîroc will remain the number one brand in the category.”
As part of the Cîroc Passion launch, Combs and his creative team developed custom content featuring his new single “GOTTA MOVE ON” with Bryson Tiller soon to be released. Combs has been teasing the new single since he performed at the 2022 Billboard Music Awards where he served as the Host and Executive Producer. Guests will experience the Cîroc Passion frequency first-hand later this summer during a sensorial event hosted by Combs in his hometown of Harlem, New York.
“Cîroc Passion is dynamic, multi-layered, smooth and brings something unique to our portfolio of flavors,” said Edward Pilkington, Chief Marketing & Innovation Officer, Diageo North America. “It continues Cîroc’s long standing tradition of setting innovation trends. We are excited for fans to responsibly experience this singular sensation and know they will agree that it was well worth the wait.”
Cîroc Passion is distilled from fine French grapes and infused with an exotic blend inspired by the tropics. Featuring notes of pineapple, mango, citrus, hibiscus, and other natural flavors, it offers a taste experience that’s both lusciously unique and elegantly smooth.
The vodka is encased in a bottle with a distinctive ombre colorway of purple and orange resembling the bright tones of sunset with gold lettering that’s meant to stand out on any table.
Enjoy Cîroc Passion with soda and lemon or serve up a signature cocktail like the French Passion:
- 1.5 oz Cîroc Passion
- 1 oz Pineapple Juice
- .75 oz Hibiscus Syrup
- .75 oz Lemon Juice
- Sparkling Wine
- Glass: Coupe
- Garnish: Edible flowers
Method: Add Cîroc Passion, Pineapple Juice, Hibiscus Syrup and Lemon Juice into a shaker. Add ice and shake for about 8 to 10 seconds. Double strain into a coupe glass, top off with Sparkling Wine and garnish.
Cîroc Passion will be a permanent addition to the Cîroc portfolio and will be available nationwide where spirits-based beverages are sold for $29.99 per bottle.
For more information, head over to Cîroc‘s official website.
In April, Combs and Cîroc announced the launch of Cîroc Vodka Spritz, the vodka brand’s first ready-to-drink cocktail.
In September, Cîroc released its latest limited-edition vodka flavor, Pomegranate.