Breezer is given a Twist to lift sales
Bacardi-Martini has expanded its Bacardi Breezer concept into both the shots and shooter sector and the speciality spirits market in the hope of reinvigorating interest in the brand.
The spirits giant has announced the launch of Bacardi Breezer Twist, a trio of rum-based flavoured drinks designed to be drunk either as a down-in-one product or as a long drink with a mixer.
The introduction of Twist, available in mango, lime and watermelon flavours, has been partly prompted by the disappointing sales of Bacardi Breezer in a premium packaged spirit (PPS) sector showing signs of decline.
Roger Harrison, low proof marketing controller at Bacardi-Martini, said: "With the ready-to-drink sector shrinking, we're trying to take Bacardi Breezer into other areas and strengthen the 18 to 24-year-old connection with the brand. We've found that the same people who are drinking Bacardi Breezer are moving onto speciality drinks, shots and shooters."
Breezer is not the first PPS brand to make the move into the "down-in-one" sector having been preceded by the likes of WKD 40, Vodka Kick Fire and Ice and its sister brand Metz 40. However, at 22 per cent ABV, Mr Harrison claims Twist will present licensees with greater profit margins and offer drinkers a less challenging shooter in terms of both flavour and strength.
Despite being one of the best performing categories in the on-trade, worth £112m, Mr Harrison believes that the shots and shooter market is in need of innovation with Aftershock sales reaching a plateau and Sidekick reportedly in decline.
"There's room for a fun and fluffy product that actually tastes nice rather than something that contorts people's faces," he said. "The consumer doesn't have any conception of the level of ABV and they're willing to pay the same."
Bacardi Breezer Twist will initially be marketed as a "shot" concept, but Bacardi-Martini has set its long-term sights on the speciality spirit sector where it will go head-to-head with the likes of Archers. Bacardi-Martini has worked with leading mixologist Alex Turner to create a number of long drink ideas to accompany the launch.
Mr Harrison added: "The speciality spirits sector is dominated by Archers and it's taken that brand 15 years to get there. We want to be there within five and take the mantle of that category - it's hard but we're going to give it a go."
