CÎROC Ultra-Premium Vodka and an American rapper, songwriter, record executive, and entrepreneur Sean “Diddy” Combs launched CÎROC Passion. The star’s personal philosophy “do something passionately, or don’t do it at all” directly inspires the new signature flavor.
Over two years of experimentation and development were dedicated to refining the liquid, creating the bottle design, and crafting signature cocktails. Sean “Diddy” Combs helmed 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. 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. – Sean “Diddy” Combs
Combs and his creative team developed custom CÎROC Passion content featuring the rapper’s 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 an 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. 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. – Edward Pilkington, Chief Marketing & Innovation Officer, Diageo North America
Distilled from fine French grapes, CÎROC Passion is enriched with an exotic blend inspired by the tropics. It features notes of pineapple, mango, citrus, hibiscus, and other natural flavors. The vodka is encased in a bottle with a distinctive ombre colorway of purple and orange resembling the bright tones of sunset with sleek gold lettering.
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