Bacardi-Martini is developing a new premixed cocktail to extend its flagship rum into new territory, The Grocer has learned.
A dedicated innovation team is working on the top secret concept, which is not set to be officially unveiled until May.
However, a source working on the innovation said the product would be separate to Bacardi-Martini’s market leading RTD range Bacardi Breezer.
She said: “It is an entirely new product rather than a new Bacardi Breezer flavour. It’s an evening drink but not an RTD or a wine and is aimed at 25 to 45-year-old women.”
Product development has been key to Bacardi-Martini’s strategy since it successfully launched Breezer in the 1990s.
Its most recent developments have included diet variants of the popular RTD as well as Coomira Coast, which is a wine-based offering.
Spirits buyers confirmed that suppliers are toying with the idea of premixed cocktails packaged in 70cl formats, as a means of breaking away from the “tired” RTD sector.
One explained: “RTDs are a bit tired. People are moving out of them because they have twigged that it is cheaper to make their own. The idea of cocktails is being looked at but if one is launched by a major RTD manufacturer it will have to look very different from its standard (brand).”
He added that, because the idea of a premixed cocktail had been tried before and failed to achieve mainstream success, the as yet unnamed product would need to have a premium positioning to replicate consumers’ experience of drinking cocktails in bars.
Rosie Davenport
A dedicated innovation team is working on the top secret concept, which is not set to be officially unveiled until May.
However, a source working on the innovation said the product would be separate to Bacardi-Martini’s market leading RTD range Bacardi Breezer.
She said: “It is an entirely new product rather than a new Bacardi Breezer flavour. It’s an evening drink but not an RTD or a wine and is aimed at 25 to 45-year-old women.”
Product development has been key to Bacardi-Martini’s strategy since it successfully launched Breezer in the 1990s.
Its most recent developments have included diet variants of the popular RTD as well as Coomira Coast, which is a wine-based offering.
Spirits buyers confirmed that suppliers are toying with the idea of premixed cocktails packaged in 70cl formats, as a means of breaking away from the “tired” RTD sector.
One explained: “RTDs are a bit tired. People are moving out of them because they have twigged that it is cheaper to make their own. The idea of cocktails is being looked at but if one is launched by a major RTD manufacturer it will have to look very different from its standard (brand).”
He added that, because the idea of a premixed cocktail had been tried before and failed to achieve mainstream success, the as yet unnamed product would need to have a premium positioning to replicate consumers’ experience of drinking cocktails in bars.
Rosie Davenport
No comments yet