Bacardi rolls out white Breezer
Bacardi Martini India Ltd (BMIL) is showing up with a colourless Breezer, Clear Lemon, which is being rolled into the market.
By ET Bureau |
BANGALORE: Bacardi, the world���s largest privately-held spirits company, is rejigging its Breezer ready-to-drink (RTD) portfolio in India. This will also see Bacardi���s local arm contributing to a product innovation in the company���s global offerings.
Bacardi Martini India Ltd (BMIL) is showing up with a colourless Breezer, Clear Lemon, which is being rolled into the market. For the first time, Breezer will have colourless liquid in its portfolio.
It is believed that some of Bacardi���s other markets like Thailand, for instance, have looked at the possible introduction of Breezer Clear Lemon.
The move is indicative of Bacardi���s growing confidence in the domestic RTD market, which made a tepid start few years ago, with several players opting out after the initial interest. Bacardi Breezer with 4.8% alcohol strength is solely driving RTD sales, with annualised volume of roughly 6.5-lakh cases.
The introduction of Clear Lemon will also see Bacardi rejigging its RTD portfolio in the country. While the three core flavours���orange, lime and cranberry���stays, clear lemon is seen replacing Blueberry. Another flavour, Jamaican passion may have a cyclical market stint based on the pull factor.
���The launch of Clear Lemon is in keeping with the increasing popularity of white spirits in India. We also did a consumer survey and realised the Bacardi is usually associated with colour and that our younger consumers would like something colourless, hence the launch. It is a flavour that will suit the Indian palette,��� said BMIL marketing controller Gautam Gangoli.
BMIL is the 74:26 joint venture between Bacardi and their local partner Gemini Distilleries in Mysore.
Although white spirits has a small base, its growth has far outperformed the total spirits market in the last few years. Last year, while the overall market grew 8-9%, the white spirits market grew 35% and players say that the main competition today is not from other brands but from other segments. ���The consumer is not static today and prefers different spirits at different times.���
Bacardi Martini India Ltd (BMIL) is showing up with a colourless Breezer, Clear Lemon, which is being rolled into the market. For the first time, Breezer will have colourless liquid in its portfolio.
It is believed that some of Bacardi���s other markets like Thailand, for instance, have looked at the possible introduction of Breezer Clear Lemon.
The move is indicative of Bacardi���s growing confidence in the domestic RTD market, which made a tepid start few years ago, with several players opting out after the initial interest. Bacardi Breezer with 4.8% alcohol strength is solely driving RTD sales, with annualised volume of roughly 6.5-lakh cases.
The introduction of Clear Lemon will also see Bacardi rejigging its RTD portfolio in the country. While the three core flavours���orange, lime and cranberry���stays, clear lemon is seen replacing Blueberry. Another flavour, Jamaican passion may have a cyclical market stint based on the pull factor.
���The launch of Clear Lemon is in keeping with the increasing popularity of white spirits in India. We also did a consumer survey and realised the Bacardi is usually associated with colour and that our younger consumers would like something colourless, hence the launch. It is a flavour that will suit the Indian palette,��� said BMIL marketing controller Gautam Gangoli.
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BMIL is the 74:26 joint venture between Bacardi and their local partner Gemini Distilleries in Mysore.
Although white spirits has a small base, its growth has far outperformed the total spirits market in the last few years. Last year, while the overall market grew 8-9%, the white spirits market grew 35% and players say that the main competition today is not from other brands but from other segments. ���The consumer is not static today and prefers different spirits at different times.���
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