Cîroc Apple is the new flavour from Diageo Reserve's luxury vodka brand.
The brand is suggesting that the new flavour be served either in cocktails, notably hinting at a return of the much-maligned Apple Martini, or offering it neat to customers.
Head of Diageo Reserve GB Nick Temperley said: 'The launch of Cîroc Apple reinforces Cîroc’s credentials as a leader in luxury innovation by responding to current consumer interest in flavoured spirits. We know that 52% of white spirit drinkers choose flavoured variants [Mintel data], while consumer thirst for luxury vodka continues, positioning Cîroc at the forefront of this trend.'
This new variant follows the launch of Cîroc Pineapple in March, and joins peach, amaretto, red berry and coconut among the Cîroc flavours. It will be available from December.
Cîroc Apple, 37.5%, £38.67/70cl, Diageo Reserve, 020 8978 6000