UDV has its sights set on being a dominant player in the premium packaged spirits market and is putting £10m behind its latest launch into the sector ­ Archers Aqua. It has had spectacular success with Smirnoff Ice launched in 1999. This exceeded sales expectations and rapidly became the number two brand in a market which grew 90% last year [ACNielsen volume sales]. Now the company is squaring up to the market leader Bacardi Breezer. This comes in orange, lime, peach, cranberry, lemon, pineapple and watermelon. The Archers Aqua variants are orange, lime, peach and cranberry. These were presented to buyers last month. Single bottles will be available to the on and off-trades from May 1 with four-packs going on the shelves in the take home market in June. Breezer will be a hard nut to crack. It dominates the category, and Bacardi-Martini has a reputation for heavily supporting its brands. Aqua's launch package includes a £3.5m TV campaign in August as well as poster and press ads. It will benefit from the £6m budget for the main Archers brand. UDV innovations director Beverley Brozsley said: "There will be tailor-made activity and tasting throughout the off-trade. Sampling activity will be key. The trick will be to turn it into the brand of the summer." Buyers' reactions have been positive. The deal for the cash and carry trade is buy four cases get a bottle of Archers free. The case price is being maintained at £20.49. Landmark's category manager Kevin Thistlethwaite said: "Most independents will take the product regardless of any added value deal. "Breezer and Smirnoff Ice are now targeting more male consumers which gives UDV a chance to focus on women with this range." Sainsbury spirits buyer Simon Dunn said: "Aqua is going to go head to head with Breezer which will make it a very interesting summer. "Inevitably there will be fall out in terms of the number of flavours. There is not much space in store for the category and to get a new product in is difficult. But I think demand for this will be very strong." {{DRINKS }}

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