Cîroc Ultra Premium partnered with The Grammys for the 58th Annual Grammy awards as the official vodka of the awards show. Commemorating its continued Grammys partnership with a tribute to the "ultimate collaborations," the brand engaged with fans, offering them the chance to experience the union of the music and the liquid, via exclusive event activations and social media engagement throughout the week leading up to the awards presentation. Guests who attended the events—along with viewers at home—were invited to try one of the featured cocktails including the “Grammy 58”. The spirits company also introduced the "What We're Made Of" video series, with episodes that featured Grammy-nominated talent sharing their personal stories about the road to The Grammys, viewable on grammy.com.

 CÎROC was also part of the Delta Airlines' VIP Gifting Suite prior to their Sites & Sounds Event. The Los Angeles Confidential Grammy Celebration with Mark Ronson, Clive Davis and The Recording Academy's Pre-Grammy Gala Salute to Industry Icons and behind-the-scenes during The Grammys Live Telecast.