Since 2007, marketing and promotion for Cîroc has been handled by Sean "Diddy" Combs in an "equal-share venture" with profits from the brand being split between promotional partner Combs and manufacturing partner Diageo.
The name "Cî-roc" is a portmanteau of the French word cime, meaning peak or summit-top, and roche, meaning rock, a reference to the high-altitude vineyards of the Gaillac region where the Mauzac grapes are grown (the î in the Cîroc logo is an i-circumflex letter used in the French language.) Since it is distilled at 96% and not aged, it fulfills the qualities of a vodka.
In December 2007, the commercial for Cîroc had Sean Combs calling the drink the "Official Vodka of New Year's." Describing his ambassadorship of the brand, Combs sometimes jokingly refers to himself as "Cîroc Obama." Combs has improved sales; Brand Development agency Haines Mc Gregor are responsible for Global research, positioning and identity development for Cîroc.
The work included the development of brand guidelines and growth driver tool-kits for all markets.
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