CIROC

Description

CÎROC™ is a brand of eau-de-vie vodka, manufactured in the Charente-Maritime of France from French "snap frost" grapes, produced and distributed by the British-based multinational alcoholic beverage maker Diageo. The world's largest producer of spirits, Diageo, also owns the leading vodka brand Smirnoff and a 50% venture in the Dutch vodka brand Ketel One. Since 2007, marketing and promotion for CÎROC in the United States has been handled by Sean "Diddy" Combs in an "equal-share venture" with the proceeds from the label being split between promotional partner Combs and manufacturing partner Diageo.

CÎROC was founded in France by Jean-Sebastien Robicquet, whose family hails from the wine-growing region of Bordeaux. Robicquet, whose family has been in the wine business for 400 years dating back to the 17th century, had studied winemaking in university before moving into spirits instead. Having worked for French cognac-maker Hennessy for ten years, he was approached by the British-based Diageo – which owns a 34% stake in Hennessy – to produce a vodka made from grapes as opposed to grain or potato common among most vodka.

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