Bacardi Breezer Diet Orange & Vanilla will join the Diet Lemon variant launched earlier this year. The 5% abv drink, a blend of Bacardi rum, fruit juice and sparkling mineral water, will hit shelves later this month.
Bacardi-Martini’s senior trade marketing manager, Nick Hunt, said: “We see diet RTDs as a sub-category but hope they will bring new consumers in because the diet offering has not previously been there. In the on-trade 40% of spirits are drunk with a diet mixer so we think there is a big opportunity.”
The new line will be communicated to consumers via direct mail shots containing money-off coupons rather than by heavyweight marketing. However, Hunt said the brand would benefit from Breezer’s £10m media budget this year.