Diageo Reserve’s ultra-premium vodka, Ciroc has partnered with Selfridges to relaunch the limited-edition Summer Colada variant.

There will be dedicated areas in Selfridges stores across the country where consumers will be invited to customise their bottles, choosing from a range of different designs. Customers will also be encouraged to take a summer selfie shot in the Ciroc La Pose photo booth while they are waiting.

The limited-edition expression, inspired by the classic summer cocktail, Pina Colada, has been crafted using natural pineapple and coconut flavours.

Ciroc Summer Colada is presented in a white bottle with metallic accents.

Nick Temperley, head of Diageo Reserve GB, said: “Ciroc is the UK’s leading ultra-premium vodka and is performing exceptionally well in both the on and off-trades, outperforming the category, up 30.4% in volume and 37.7% in value. Ciroc is paving the way in flavour innovation as the fastest growing ultra-premium vodka in the UK over the last few years. Ciroc Summer Colada will no doubt help accelerate further growth as consumer demand for new flavour profiles continues to rise.”