Bacardi is bringing its namesake RTD – and ’90s stalwart – back to the UK.
Bacardi Breezer is hitting the market in the coming weeks in three flavours – Crisp Watermelon, Zesty Orange and Zingy Lime. The trio, all of which have an ABV of 3.4%, will be available in 27.5cl glass bottles from next month in both the on- and off-premise channels.
While framing the move as a “return”, details on when Breezer was withdrawn from the UK, having first launched in 1990, were not immediately available.
“We know there is a lot of love for Breezer in the UK, and we are confident a new generation of consumers will fall in love with the new Breezer,” said Bacardi’s business unit director in the UK & Ireland, Steve Young. “The early response from our trade partners has been overwhelmingly positive.”
Citing figures from IWSR, Bacardi put the annual sales value of the flavoured alcoholic beverages segment in the UK at “over” GBP300m (US$400.4m).
Diageo’s Smirnoff Ice brand, which vied with Bacardi Breezer for RTD market leadership in the UK during the 1990s, is still available, with the group updating the extension’s packaging in the US just over two years ago.
