Bacardi-Martini is raising the stakes in the fast growing premium packaged spirits market with a £9.4m support package for Metz. The company has dominated the sector with Bacardi Breezer and was quick to launch Metz, V2 and Rigo to support it. Of those Metz has been showing the most promise. TV advertising for the brand will run nationally until August, with another burst pre Christmas. This features the Judderman and the emphasis is on icy cold imagery. The TV ads are being beefed up next week with the inclusion of two 10 second versions which will run for seven days from Sunday. These will be seen from Sunday around youth and sporting shows on C4, C5 and BskyB. In June it will be backed by an on-pack promotion offering 10,000 prizes including fridges and holidays to Iceland. This will be supported by point of sale material. In an additional promotion four packs will feature a consumer competition and £1 vouchers off the next multipack sale. Backing the deals will be a series of price cuts throughout the year and a sampling team will be touring the country from May. Bacardi-Martini will be using the national, consumer and regional press for Metz related stunts and promotions. {{DRINKS }}

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