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Half Sugar range boosts Bacardi Breezer off-trade sales
Leading multiple grocery brand bucks trend in alcoholic RTD sector
Bacardi Breezer is said to be bucking the trend the alcoholic ready-to-drink category by recording strong and consistent growth over the past 12 months.
Sales in the four-week period to July were up 43% on the same period last year and Bacardi Breezer has retained the position of number one RTD brand in multiple grocers for the past 12 months.
Bacardi Breezer was the leading alcoholic RTD for many years, but it has been in decline in recent years. Until recently, the only brand still growing in the off-trade was WKD, from Beverage Brands.
Part of the brands revival is said to be down to the Bacardi Breezer Half Sugar flavours, which were originally introduced in May 2005, followed by the addition of the Bacardi Breezer Bursting Blueberry flavour earlier this year. The introduction of the new Bursting Blueberry flavour has been supported by a poster and print advertising campaign and consumer promotions worth more than £6.5m.
The Bacardi Breezer Half Sugar range now makes up 50% of the Bacardi Breezer range, offering four flavours in the range of eight, and now accounts for 30% of the brands sales volume.
The original flavours are also said to be performing well, helped by Bacardi Breezers World Cup promotions earlier in the summer.
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Product category: Ready-to-drinks (RTD)
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