Product Launch - US: Bacardi's Classic Cocktails Light Strawberry Daiquiri

By | 1 May 2013

Click through to view Bacardis Classic Cocktails Light Strawberry Daiquiri

Click through to view Bacardi's Classic Cocktails Light Strawberry Daiquiri

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Bacardi's Classic Cocktails Light Strawberry Daiquiri

Category - Spirits RTD, 15% abv

Available - From this month

Location - US, nation-wide

Price - Not specified, available in 75cl and 1.75-litre bottles

Distribution - Bacardi

Bacardi has added a strawberry daiquiri variant to its low-calorie, ready-to-serve cocktail brand in the US. The new flavour, which joins the Mojito and Pina Colada flavours in Bacardi's Classic Cocktails Light range, will be backed by a marketing campaign that will run from mid-May until September.

Last month, Bacardi bolstered its flavoured rum stable in the US, with the launch of Bacardi Pineapple Fusion Rum.

Show the press release

BACARDI, the world's favorite and most awarded rum, debuts the newest flavor, Light Strawberry Daiquiri, in the BACARDÍ Classic Cocktails Light collection, a line of low-calorie, ready-to-serve alcohol beverages. Now, just in time for summer, BACARDÍ brings the light version of a summer cocktail staple to consumers nationwide.

Light Strawberry Daiquiri joins Light Mojito and Light Piña Colada in the collection built off of the original BACARDÍ Classic Cocktails convenient cocktails line. At less than 95 calories for a 4-ounce serving, BACARDÍ Classic Cocktails Light Strawberry Daiquiri is made with BACARDÍ Superior rum, natural strawberry flavor, real lime juice and pure cane sugar. Whether enjoying a favorite cocktail with an intimate group or during a summer backyard bash, BACARDÍ Classic Cocktails deliver a naturally refreshing taste that's a hit with friends, and won't take all day to prepare.

"Ready to serve products have become a staple for home entertainers, providing a much needed convenience for busy lifestyles," said Toby Whitmoyer , vice president and brand managing director, rum category, at Bacardi U.S.A. "We are excited to announce the addition of Strawberry Daiquiri to the BACARDÍ Classic Cocktails Light line. Diet or low-calorie products drive the ready to serve category and we will continue to strive to meet the needs of our growing consumer base."

Classic Cocktails Light Strawberry Daiquiri is the delicious and convenient way to serve the best, naturally: just pour over ice for a low calorie BACARDÍ Strawberry Daiquiri. It's the perfect addition to summer BBQs and beach trips, saving party hosts time and energy for any social occasion.

The launch will be supported with a multi-faceted campaign which will kick off in mid-May and run through September. The ad campaign will appear in print with a focus on epicurean and women's lifestyle media, while the digital components will span entertainment, lifestyle, and party-planning content sites. It will also include sampling events in 21 selected markets in states including New York, California, Florida, Illinois, Massachusetts, Ohio, New Jersey, and Texas.

Made with natural flavors, BACARDI Classic Cocktails Light will be distributed in both 750ml, and 1.75liter sizes.

Original source: Company Release

Expert analysis

Bacardi Limited - Strategic SWOT Analysis Review

Bacardi Limited (Bacardi) is the largest privately held alcoholic beverages company. It engages in the production, distribution and marketing of premium spirits. The company’s portfolio includes a full range of products such as rum, vermouth, scotch, cognac, brandy, vodka, gin, liquors, tequila, port, wines, malt beverages and beer. Its brand portfolio consists of more than 200 brands and labels including BACARDI rum, GREY GOOSE vodka, DEWAR’S Blended Scotch whisky, BOMBAY SAPPHIRE gin, ERISTOFF vodka, CAZADORES tequila and MARTINI vermouth.

Sectors: Product launches, Spirits

Companies: Bacardi

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