Ironically, because of its hard-partying image and association with American rappers, Cîroc is struggling to find a place in its home market. The second most popular French vodka in the United States, and number one in England, the brand has been investing since 2010 the flavored vodka market with six options, including mango and limited editions such as Cîroc Colada in summer. In 2017, Cîroc is produced in the Adeona site in Salles-d’Angles near Cognac at the Maison Villevert. In 2007, the European Parliament rules that spirits made from any agricultural products can be called vodka. Faced with the wrath of other European producers, Cîroc must fight to be recognized as a real vodka. Once Sean “Diddy” Combs becomes the brand ambassador in the United States, success is immediate. This talented oenologist hits upon a genius idea: a vodka with an original character, silky and fresh, based not on grain or potatoes, but from French grapes – the Ugni white and Mauzac white. So, the company approaches Jean-Sébastien Robicquet, owner of Maison Villevert to develop an innovative vodka. In the early 2000s, Diageo is struggling to compete with the two French vodka stars, Grey Goose and Belvédère. Cîroc: the pioneer of vodka made from grapes Now, grape-based vodkas are becoming their own category. The first French vodka made from aromatic grapes gave the bright idea to several companies to follow suit. The star brand, Grey Goose, is made from wheat, but especially in the United States, it’s now followed closely by Cîroc. Today, this prestigious clear spirit represents 11% of total French spirit production, or 650 million euros, according to trade fair France Quintessence, surpassed only by cognac and aniseed spirits, like pastis. French vodka has never been more successful – both internationally and in France. With France as the Country of Honor at BCB this year, we’re highlighting some of the trends in French spirits. Discover six brands which are testament to this new trend It’s the symbol of French wine, but also an ingredient which brings incredible sweetness and beautiful fruity notes to vodka. French vodka producers are all turning to their new favorite ingredient: the grape.
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