UK: Bacardi launches shot version of Breezer

Bacardi-Martini has entered the shot market with the on-trade launch of Bacardi Breezer Twist, a brand extension of the company's successful RTD brand.

Bacardi-Martini has entered the shot market with the on-trade launch of Bacardi Breezer Twist, a brand extension of the company’s successful RTD brand.

Primarily targeted at 18-24 year olds and designed to be ‘drunk in one’, Bacardi Breezer Twist is available in three flavours – watermelon, lime and mango.

Bruce Ray, director of sales, trade marketing for Bacardi-Martini said: “Bacardi Breezer Twist joins the shot category with the powerful and distinctive heritage of Bacardi Breezer. With eye-catching POS materials, our initial test launch has already shown that it is a proven hit – particularly when displayed on Optic.”

He continued: ” Bacardi Breezer Twist has been received very positively by consumers, it’s a very versatile product with great packaging and a great taste.”

The shots market is currently one of the best performing and most profitable sectors in the on-trade. Worth £112 million, it is demonstrating a four per cent growth year on year.