Bacardi to launch 2 Breezer variants

Bacardi, one of world's largest spirits company, is planning to launch newer extensions and packaging formats for its ready to drink (RTD) brand Breezer.

The company plans to launch two extensions every year under Bacardi-Breezer.

The extensions will be fruit-based, vodka-based and wine-based offerings. Bacardi launched its RTD offerings under the Breezer brand in 2002, priced between Rs 38 and Rs 50 for 275 ml bottles. Bacardi-Breezer, since then, is growing at 20 per cent per annum.

Mahesh Madhavan, president and CEO of Bacardi, said, "At present we have six flavours under Bacardi-Breezer offerings. We plan to phase out a few low-selling ones and introduce new flavours."

One of the less-selling varieties of Bacardi-Breezer is the 'Blue Berry' flavour, which the company plans to phase out soon. The company also plans to launch newer packaging formats for its RTD range.

At present, all six variants of Bacardi-Breezer are available in bottles. The company is planning to introduce the same and new Breezer flavours in the 'can' format.

According to Madhavan, Bacardi launched the RTD format in order to tap the young consumers on the move.

"When we first introduced Breezer, we decided on the 275ml bottles since it is for people on the move. Introducing the same flavours in can format is a way to extend more convenience to consumers as cans are easier to store and carry and does not break like bottles," Madhavan added.

According to market estimates, Bacardi is the only brand in India as of now that has introduced the ready-to-drink format under alcobev portfolio. Bacardi-Breezer manufactures close to 4,00,000 cases per annum at its plant in Goa.

According to Madhavan, Bacardi's RTD format, at present, contributes close to 30 per cent to the company overall turnover.

Although Bacardi sells its RTD format in over 50 countries, only India, China and Australia has registered the highest demand for the ready-to-drink offerings.