Anheuser-Busch is to launch another Bacardi-branded malternative called Bacardi Silver Raz on the US market.
The raspberry flavoured variant joins the current portfolio that includes Bacardi Silver and Bacardi Silver O3.
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The new drink comes out just six months after the rollout of Bacardi Silver O3, an orange-flavoured variant of Bacardi Silver.
The decision to expand the range comes despite falling demand for malternatives in the US. Sales account for about 2.6% of the beer market, however they are expected to dip more than 14% this year, Marlene Coulis, Anheuser-Busch’s chief of new products, said Monday.
That said, the market still remains attractive to A-B. Bacardi Silver already has an estimated 24% of the spirit-branded segment of the malternative market, A-B said.
“We have seen other (spirit) brands continue to lose share as Bacardi Silver has grown share,” Coulis said. “We feel we’re in a prime position to take advantage of capturing some of that additional volume.”
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By GlobalData
Bacardi Silver Raz will be backed by a TV ad campaign, which began yesterday.
Bacardi hopes that by adding new flavours it will continue to attract consumers to the brand.
