"Anyone who knows me knows that I love to innovate, whether it's to do something no one else has done before, or take something everyone knows and completely reinvent it," said Sean "Diddy" Combs via press release. "I am excited to introduce the world to our newest creation. Ciroc stands alone as the only brand in the spirits category to produce three of the top five selling flavored vodkas. Ciroc Amaretto will build on this success with a delicious tasting spirit."
On Twitter, Diddy announced that Ciroc would be releasing a new flavor, Ciroc Amaretto. That product will become the fifth in Ciroc's line, including the original, Red Berry, Coconut and Peach.
Twitter has highlighted Ciroc as one of the case studies on their business site, where they show potential advertisers how to use the platform successfully. The case study focuses on the vodka brand's New Year's Eve promotion.
As part of this, Ciroc will be featured at all official events, where specialty Ciroc cocktails will be served, and at the Sundance Channel HQ, where the brand will provide a special guest DJ.
Held in Park City, Utah, the 11 day event kicked off yesterday.
In November, Ciroc announced that they had partnered with Esquire to launch "Ultra Premium Cut," a contest for filmmakers interested in producing a New Year's Eve commercial for Ciroc, set in the theme of responsible celebration. The winning entry was posted on Ciroc's YouTube channel yesterday.
Filmmaker John Ryan Johnson, an MFA (Master of Fine Arts) candidate at New York Tisch School of the Arts, took home the honor. Watch his commercial below, care of his Vimeo profile.
According to a press release, Ciroc and Rick Ross have agreed to continue working together, with Ross as an ambassador for the brand.
"My 2013 resolution is to have continued success for myself and those that surround me," said Ross in a statement. "Thank you CIROC for inviting me to share in the celebration!"
Ciroc and BlackBook have teamed to offer a free mobile app, "Celebration Guide," which aims to help you find the nearest establishment that offers Ciroc vodka.
It is available for iOS and Android. It is available for users in the following states: CA, DE, FL, HI, IL, KS, LA, MA, MN, MO, MT, NE, NH, NM, NV, NY, SD and VT.
During an appearance on New York radio station HOT 97 today, Diddy announced that Funkmaster Flex had joined the Ciroc Boyz, as the latest DJ to be officially affiliated with the vodka brand.
