The privately-held premium spirits company, Bacardi, declared the launch of a new variant of its ready-to-drink brand Breezer in India. Breezer has introduced its new refreshing flavour – Watermelon Mint, this summer. Taking further its strategic goal of bolstering its presence in the segment, the new innovation focusses to cater to the evolving consumer demands and choices.

Currently, the brand holds the highest market share in the ready-to-drink segment in the nation. To fortify its position as a leader in the alcoholic fruit-flavoured drink category, the brand has always focused on delivering the premium flavours and new age experiences that consumers strive for. The new flavour unifies the cool notes of watermelon and the freshness of garden mint. The new flavour is available in Goa since the beginning of March of this year and is expected to reach Karnataka and Telangana in April-May, and gradually, it will be rolled out in rest of the markets across the country.

Arti Hajela, category and brand lead of RTD AMEA stated- “As category leaders, we are always looking for new products and disruptive experiences to serve to the ever-changing requirements of our consumers. With our newest Breezer Watermelon Mint launch, in addition to the variety of other flavours. Breezer is a globally loved brand from the House of BACARDÍ, the largest privately held spirit’s company in the world, which manufactures and markets internationally recognized spirits and wines and with more than 157 years of experience. Breezer has progressed rapidly since being introduced into the Indian Market.”

The company, which boasts of a collection of premium spirits in its portfolio including Grey Goose Vodka, Bombay Sapphire gin, Bacardi rum, among others, is perhaps diversifying its Breezer range to tap into India’s minuscule but evolving market for low or no alcohol beverages. Breezer, introduced in India in 2002, has an alcohol content of below 5%. For the company, after rum, the biggest sales value is gained from its ready-to-drink portfolio – the Bacardi Breezer.

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