Sean “Diddy” Combs and Cîroc has unveiled the 15th flavoured release from the music and media mogul and the Diageo-owned brand, Cîroc Passion.
Inspired by Diddy’s personal philosophy of doing 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 flavour 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 flavours,” 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 flavours, it offers a taste experience that’s both lusciously unique and elegantly smooth.
The vodka is encased in a bottle with a distinctive ombre colourway of purple and orange resembling the bright tones of sunset with gold lettering that’s meant to stand out on any table.
For more information, go to ciroc.com