How A Splash of Premium Vodka and 2 Parts Diddy Catapulted Cîroc

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But how much can celebrity matter when other liquor brands clearly haven’t fared so well with the use of celebrity endorsements? Brands such as the Jay-Z affiliated Armadale Vodka and the Ludacris endorsed Conjure Cognac have not gained entry into the elite club of leading brands, according to statistics from the Beverage Information Group.

Farrah Parker of FD Parker & Associates, a strategic marketing & public relations firm based in Los Angeles, lended her professional opinion on what has set Cîroc apart: “Cîroc has mastered the art of projecting a classy yet hip image that speaks to multiple demographics,” she said. “Unlike other celebrity-endorsed brands that have failed, Cîroc tastefully connects Sean Combs the ‘Business Man’ to the brand, while P. Diddy the ‘Performer’ is a subliminal message.”

If the branding is what gets consumers’ attention, than the product itself must be what makes them return and become loyal customers. “When I think about people drinking and taking shots, I always have this vision of that face that goes along with that after taste, not with Cîroc,” said Gebreyes.

In February 2010, Cîroc expanded by adding two flavored spirits to its repertoire: Cîroc Coconut and Cîroc Red Berry. The new additions assisted in ushering in a sales spike of 41 percent last year.

However, this rise in sales is still only attributed to a select market. According to Hussein-Bey, his hotel stopped stocking the new flavors because they weren’t selling.

But Gebreyes says Cîroc’s expansion has worked well in its favor. “They’re taking on competition from other markets,” she said. “With Coconut Cîroc and Red Berry, they’re challenging other genres like cognacs and rums and [are] being successful.”

Yet Cîroc’s aggressive branding and unique taste comes with a price.

“I believe Cîroc is our most expensive vodka per shot and that reflects the price we pay,” said Hussein-Bey

The vodka retails for about $30 (750 ml) while its competitors generally go for less. For example, Grey Goose is sold at $34 (750 ml). Absolut, Ketel One, and Smirnoff sell for roughly $22, $25 and $20 respectively.

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