Model Ambrosio signs up for Cîroc vodka campaign

13 February, 2017

Diageo’s Cîroc vodka has signed up Brazilian model, fashion designer and actress Alessandra Ambrosio to take part in its ongoing global On Arrival campaign.

Ambrosio will be sharing “exclusive moments” at parties and cultural events across Cîroc’s social media platforms.

Ambrosio's part in the campaign has kicked off with the release of a shot by photographer Mario Testino showing the model having her hair and make-up done before one such event.

Samantha Reader, global marketing director for Diageo Reserve, said: “Cîroc On Arrival is all about celebrating moments of success and being at the forefront of what’s hot, so we’re really excited to be working with Alessandra as one of the biggest talents of today.

“Cîroc is for those who dream big, aspire to greatness and recognise the importance of celebrating success when it arrives.

“Alessandra embodies this in everything she does, and we’re looking forward to celebrating with her this year.”

Ambrosio added: “I really do believe in celebrating life at every moment, and I’m really looking forward to bringing Cîroc and my fans along on my journey and giving them behind-the-scenes access to the biggest moments of my year.”

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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
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