Bacardi-Martini is following the trends in the fruit juice market for the latest brand extension of its Breezer premium packaged spirit range. Its introduction of a Ruby Grapefruit style is hoping to mirror the success of the flavour in the chilled juice category. There, grapefruit is a long way behind the orange and apple staples but it is growing fast, driven by new concepts including pink and ruby styles. Trade marketing manager Jane Callard said: "Grapefruit juice is a proven winner with consumers and is showing annual volume growth of 16% [ACNielsen] in the grocery market. "We have been keeping a close eye on this area and believe there is a demand for a ruby grapefruit PPS. "The new flavour is a natural progression for Breezer as we can now offer consumers a complete citrus range which will help boost sales." She said it was also less sweet than other premium packaged spirits which would help to add to its appeal. Ruby Grapefruit follows the launch of Cranberry last year and will be going into stores this month. Annual sales of Bacardi Breezer in the off-trade are £81m and the brand is growing at 12.5% (ACNielsen, 12 months to the end of February). In 2002 the brand is being backed by a £20m package which includes TV advertising. The latest burst of the Closing Time ad, which stars the tom cat brand hero, is running on terrestrial and satellite stations until early summer. {{DRINKS }}

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