The industry-wide focus on health has spilled into the ready-to-drink category, inspiring the launch of Bacardi Breezer Half Sugar.
The Half Sugar variants, which come in Zesty Lemon, Refreshing Raspberry and Crisp Apple flavours, have been created to build on the success of Bacardi Breezer Diet Lemon.
Fraser McGuire, senior trader marketing manager for Bacardi Breezer, said reaction from the industry had been positive. “Following the popularity of reduced-calorie drinks in the US, we have been quick to realise the potential in the UK.”
The Half Sugar range, aimed
at male and female consumers within the 24-34 age bracket, will be supported by a £2.5m marketing campaign. This will include consumer print advertisements, promotions, sampling activity and posters. “The room for growth potential is massive and we’re certain the Half Sugar range will be an extremely positive story in an ready-to-drink market that has seen little innovation in the past three-years,” said McGuire.
Bacardi also stressed the launch of the new range did not come with plans to reduce or discontinue the existing range of flavours, which includes watermelon and lime. “Supporting the new range alongside existing distribution is key to the launch of the new Half Sugar range,” said McGuire.
The 70cl bottles will be available as single bottles or in four or eight pack formats.
“The reaction from both the off and on-trades has been extremely positive and we have already secured distribution within key off-trade accounts,” added McGuire.
Sonya Hook
The Half Sugar variants, which come in Zesty Lemon, Refreshing Raspberry and Crisp Apple flavours, have been created to build on the success of Bacardi Breezer Diet Lemon.
Fraser McGuire, senior trader marketing manager for Bacardi Breezer, said reaction from the industry had been positive. “Following the popularity of reduced-calorie drinks in the US, we have been quick to realise the potential in the UK.”
The Half Sugar range, aimed
at male and female consumers within the 24-34 age bracket, will be supported by a £2.5m marketing campaign. This will include consumer print advertisements, promotions, sampling activity and posters. “The room for growth potential is massive and we’re certain the Half Sugar range will be an extremely positive story in an ready-to-drink market that has seen little innovation in the past three-years,” said McGuire.
Bacardi also stressed the launch of the new range did not come with plans to reduce or discontinue the existing range of flavours, which includes watermelon and lime. “Supporting the new range alongside existing distribution is key to the launch of the new Half Sugar range,” said McGuire.
The 70cl bottles will be available as single bottles or in four or eight pack formats.
“The reaction from both the off and on-trades has been extremely positive and we have already secured distribution within key off-trade accounts,” added McGuire.
Sonya Hook
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