Schnapps boosted in Metz relaunch

- Last updated on GMT

Related tags: Alcoholic beverage

Bacardi-Martini has strengthened its hand in the premium packaged spirits market (PPS) with the relaunch of its Metz range.In order to capitalise on...

Bacardi-Martini has strengthened its hand in the premium packaged spirits market (PPS) with the relaunch of its Metz range.

In order to capitalise on the growing popularity of the schnapps category, original Metz has been updated with a new "thirst-quenching" flavour in time for the crucial summer period while the entire Metz portfolio, including original, still and black varieties, has been redesigned.

The word "schnapps" has been moved from the body of all three bottle designs to the neck in order to highlight the fact that it's a schnapps-based drink.

Nick Hunt, marketing strategy manager at Bacardi-Martini, said: "As the UK's number one PPS manufacturer, we are committed to regular and meaningful support for our brands to ensure their continued success.

"In the buoyant, but highly competitive flavoured alcoholic beverages market, we need to keep our brands top of mind."

Bacardi-Martini's decision to relaunch Metz comes only weeks after UDV unveiled the £10m launch of Archers Aqua into the expanding schnapps-based PPS market.

Related topics: Spirits & Cocktails, Ready to Drink

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