Bacardi-Martini is planning to maintain its dominance of the fast growing premium packaged spirits (PPS) market by putting more cash behind the Bacardi Breezer range. The brand was launched nationally in April 1994 and within two months it was being supported by its first TV campaign. In the last six years it has had marketing and promotional support of £39.6m. The budget for Bacardi Breezer this year is £17m. In its sights is an even bigger share of the pps sector which is the successor to the alcopop phenomenon. At stake is a category worth £144m which is growing at a rate of 51%. Breezer now commands 36% of the sector and its sales are growing ahead of the market. Its latest innovative marketing move is a £1m tie up with the publishing house Emap. An advertising and promotional campaign will be run through the publisher's youth magazines. It owns 65% of the titles aimed at 18 to 24 year olds. These include FHM, The Face, Q, Select, MixMag, Elle, New Woman, Sky, Max Power and Heat. The brand will also be promoted on EMAP's radio stations Kiss and The Big City Network. The campaign features club nights, events, on-air promotions, shows, giveaways and guides. The brand will continue to be backed by its TV and cinema ads. The latest version, Landlady', continues the theme of Inside every bottle of Breezer beats the Latin spirit of Bacardi rum'. This runs until mid August. {{DRINKS }}

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