The barriers to entry into the booming premium packaged spirits sector are getting higher all the time. Commercial development controller at Bacardi-Martini Jeremy Paris-Jones said the category was being increasingly dominated by Bacardi Breezer and Smirnoff Ice, with nearly 60% of sales volumes. "There are too many products trying to jump on the bandwagon. It just gets too confusing for the consumer." He said there were few promotional slots to be had because the two leading brands command them. His company's consistent support of both Breezer and Metz with TV and poster as has also kept their profile high. Breezer's ad pre Christmas featuring a tomcat helped boost the brand's sales in November and December by 69%. {{DRINKS }}