Bacardí brings back Breezer in response to ‘strong demand’

Bacardí is to relaunch its Breezer RTD in the UK in response to “strong demand from a new generation of consumers”.

Bottles in Zesty Orange, Zingy Lime and Crisp Watermelon are to launch across the on and off-trade from June. An rsp was not made immediately available.

The return of Breezer – first launched in the UK in 1990 – would appeal to both Gen Z and older cohorts who had “happy memories of the good times they spent enjoying bottles of Bacardí Breezer with friends”, said Bacardí.

“We know there is a lot of love for Breezer in the UK, and we are confident a new generation of consumers will fall in love with the new Breezer,” said Steve Young, business unit director for Bacardí in the UK & Ireland. “RTDs are booming. However, the flavoured alcoholic beverage (FAB) category could do with a bit more excitement. By bringing back Breezer we’re definitely putting the fruity taste into FAB.”

It comes after The Grocer reported convenience retailers were scrambling to get hold of supplies of Breezer earlier this year due to social media-led demand.

In January, Londis Solo Convenience said it sold over 1,600 bottles in under 12 trading hours. Retailer Martin Lightfoot said the surge had helped make January “one of the busiest months we’ve ever had”.

Spar retailer Mohammed Tayab, meanwhile, said his store was receiving “over 50 messages a day” about Breezer, which he described as “the adult version of Prime”.

Breezer was relaunched by Bacardí in 2019, but until now had not been made available by the supplier in Great Britain.

Convenience retailers said they were therefore buying stock from wholesalers based in Northern Ireland in order to satisfy demand.