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Tuesday, November 16, 2010

Diddy Platinum Touch CIROC Skyrocketed Sales




CIROC is praising Diddy for bringing the African American community on board to drink more CIROC.  Sales have skyrocketed since Diageo in 2007 partnered with hip-hop mogul Sean "Diddy" Combs, who has described himself as a hybrid brand manager, chief marketing officer and spokesman.

"In the African-American community, he has a lot of influence," said Megan Metcalf, editor of Wine & Spirits Daily. "He did a good job of reaching out to them, and from there it sounds like they had more Anglos in other markets jumping on board."

Sales jumped 41% to $6.8 million in the year ended Oct. 3. According to SymphonyIRI,  Diageo says the brand grew 552% from 2007 to 2010 and has replaced Belvedere as the second-ranked vodka in the “ultra-premium” category.

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