Schnapps drink is back in black

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Related tags: Alcoholic beverage, Appeal, Drink

Bacardi-Martini has launched a two-pronged attack on the premium packaged spirit market with the release of its new Metz brands.The latest additions...

Bacardi-Martini has launched a two-pronged attack on the premium packaged spirit market with the release of its new Metz brands.

The latest additions to the Bacardi portfolio are aimed at building on the success of the schnapps-based original Metz.

Black Metz, a black-coloured schnapps-based drink and Still Metz, a non-carbonated drink blended with citrus essence and pure spring water, are aimed at the core 18 to 24-year-old target audience.

Metz has featured in the top three flavoured alcoholic drinks for the last three years, and enjoyed a 24 per cent growth last year.

New product development manager Charlotte Emery, said: "Although the two products are aimed at different parts of the market, the combination of Still and Black have extended both the appeal and drinking occasion of the Metz brand".

The bubble-free Still Metz is intended to appeal to the "big night out" drinker who may suffer from the "gut-bloater effect" caused by long periods of drinking pints or bottled beers.

It is also hoped that Black Metz will buck the PPS trend, by appealing to the male market. The dark-coloured Metz is described as a surprisingly refreshing drink which "conveys all the mystery, intrigue and sophistication that the colour black signifies".

Both Still and Black Metz will be merchandised alongside Metz original, and are packaged in striking bottles aimed at catching the eye at young persons venues across the UK, especially city centre circuits.

In addition to the Metz "Judderman" television and radio advertising campaign, the two brands will benefit from a £4million launch support package including product sampling at nearly 300 outlets, a two-for-one promotion, competitions and an innovative point-of-sale campaign involving all three brands. Both Still and Black will be available from August 7.

Bacardi has predicted that the latest releases will dislodge some of the weaker PPS brands from the fridge shelves and help Metz become "a long-lived premium brand of stature".

Related topics: Legislation

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