CÎROC Ultra-Premium is made from Fine French grapes, which are distilled five times, providing a crisp, clean taste and citrus nose. CÎROC Ultra-Premium launched nationwide in January 2003. In October 2007, DIAGEO – the world’s largest spirits and beer company – made spirits history by entering into a strategic alliance with entertainment entrepreneur Sean “Diddy” Combs, in which Mr. Combs and Combs Enterprises assumed the lead on all brand management activities for CÎROC. The infused Vodka flavors in the portfolio to date include CÎROC Red Berry, CÎROC Coconut, CÎROC Peach, CÎROC Pineapple, CÎROC Apple, CÎROC Mango, and CÎROC French Vanilla in addition to CÎROC TEN Vodka. The brand received a 2013 Beverage Industry News Award of Excellence, was named 2011 Spirits Brand of the Year by Market Watch and earned a double gold medal from the San Francisco World Spirits Competition in 2010.