Bacardi’s BREEZER brand is set to return to UK stores and bars next month in response to strong demand from a new generation of consumers for ready-to-drink (RTD) options with a fruit-forward taste.
Sales of Flavoured Alcoholic Beverages (FABs), which are valued at over £300m in the UK, account for nearly half of the growing RTD category. The company noted that a name as recognised as BREEZER will help drive the category’s growth even further.
“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 Steve Young, Business Unit Director for Bacardi in the UK & Ireland.
“RTDs are booming, however, the FAB category could do with a bit more excitement. By bringing back BREEZER, we’re definitely putting the fruity taste into FAB.”
The original BACARDÍ BREEZER brand was hugely popular when first launched in 1990, but was discontinued in the UK in 2015. Now known simply as BREEZER, it is returning in three new flavours – Zesty Orange, Zingy Lime and Crisp Watermelon – in 27.5cl glass bottles (ABV 3.4%).
“The early response from our trade partners has been overwhelmingly positive,” said Young. “Everyone is excited to see BREEZER back for the summer!”
