The French Vodka company were the official sponsors of the after party for the Brit Awards last week. The eventful after party at the Freemasons Hall in Covent Garden was attended by a host of stars.

Ciroc Ultra Premium Vodka was created by Oenologist, Jean-Sebastian Robicquet in 2003 and has since seen a huge amount of success. Jean-Sebastian was born into a family of a long line of wine makers based in Villivert, France. This area is in the renowned wine region of Bordeaux, which is the inspiration for creating a vodka with grapes rather than the traditional method of using grains. This is not the only factor that Ciroc owes its success to, but its clever sponsorship and marketing ideas have placed it at the forefront of recognised vodkas.

Sponsoring the after party for the 2018 Brit Awards puts Ciroc right where it wants to be – in the spotlight of the most celebrated events and venues. Among the attendees were Stormzy, Tinie Tempah, Holly Willoughby and Rita Ora, who can all be seen sipping on a Ciroc cocktail. The Brit Awards produced some historic performances and controversies that will ensure that the Ciroc name will keep cropping up on peoples tongues and social media feeds.

The Brits are not the only high-end sponsorship that Ciroc has been a part of. The vodka distiller has been involved with sponsoring a multitude of the highest quality venues in the UK. The venues include Tape London and Madison, who have received sponsorship with bespoke branding packages including personalised illuminated menu boards and menu covers crafted by Smart Hospitality Supplies.

Much of this innovation arrived in the shape of Sean Combs, the founder of Bad Boy Worldwide Entertainment, when he partnered with Diageo to manage all of Ciroc’s lifestyle branding and marketing initiatives for the brand. The partnership came in 2007 and has seen rapid success since. Not only is Sean Combs an entertainment celebrity in his own right, he calls himself a “luxury brand builder”. Combs articulated: “They’re looking for something that tastes like their lifestyle,” he said. “It’s that trendsetter, that hipster, someone who’s looking for luxury and looking for something better”. Because the Ciroc name has been placed in such capable hands, the brand is able to go ahead and sponsor events like the Brits and luxury London venues like Madison.