Bacardi Breezer strengthens portfolio with new launch

The privately-held premium spirits company, Bacardi, announced a new variant of its ready-to-drink brand Breezer in India. To strengthen its presence in the alcoholic fruit-flavoured drink category it launched a Watermelon Mint variant for the summer. The new flavour will be available in Goa beginning March and move to Karnataka and Telangana in April-May before being rolled out pan-India. The company, which boasts of a clutch of premium spirits in its portfolio such as Grey Goose Vodka, Bombay Sapphire gin, Bacardi rum, among others, is perhaps expanding its Breezer range to tap into India’s minuscule but growing market for low or no alcohol beverages. Breezer, launched in India in 2002, has an alcohol content of less than 5%. For the company, after rum, the biggest sales value comes from its ready-to-drink portfolio – the Bacardi Breezer.

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