Bacardi Breezer is to introduce a new cranberry flavour in the UK beginning this month.

Made with Bacardi rum, real cranberry juice and sparkling water, the Bacardi Breezer Cranberry has been designed to appeal to the more mature, male-orientated tastes.

A massive support programme includes the second in the Tom Cat series of TV advertisements and the brand is also sponsoring the Maxim Woman of the Year Awards this month.

Commercial development controller for Bacardi-Martini Jeremy Paris-Jones said: "Bacardi Breezer Cranberry is being launched to take advantage of the huge growth in the cranberry drinks category and its use as a mixer over the last year or so.

"We have deliberately positioned Bacardi Breezer Cranberry as sophisticated and light-tasting but not sweet. It offers both the trade and consumer genuine new news on the brand for 2001 and will help ensure the brand's continued success," he added.

The flavoured alcoholic beverage market is now worth £644m ($954m) according to AC Nielsen and further figures from AC Nielsen show that Bacardi Breezer accounts for 38.1% of share.