Bacardi-Martini has stepped up the battle for the lucrative premium packaged spirit market with the launch of two Metz brand extensions.
Black Metz and Still Metz will be the first Metz brand variants to be introduced since the product’s launch in 1996.
The new variants are designed to steal a march on rivals such as United Distillers & Vintners’ Smirnoff Ice and Bass’ Vodka Source, in a rapidly expanding market.
Metz, which is Schnapps-based, has consistently featured in the top three flavoured alcoholic beverages, according to AC Nielsen, but has yet to steal the number one spot, held by Bacardi Breezer.
Black Metz will be packaged with a clear window so the black liquid can be seen going down. Still Metz includes citrus essence and spring water in a blue bottle and is designed to be easier to drink than normal Metz.
Bacardi-Martini marketing director Maurice Doyle says: “We are confident that Black Metz and Still Metz will increase overall sales of the brand significantly.”
The products will be supported by a fresh burst of the Judderman TV campaign through TBWA GGT Simons Palmer, with a sampling programme in pubs and clubs throughout September.
The new drinks went into production this week.They will be supported by a a £4m launch support package, including a nationwide sampling and buy-one-get-one-free promotions.
In a separate move, Bacardi Breezer has spent £1m on a football pitch size mobile entertainment venue called Vivid, which is due to make its debut at the V2000 festival on August 19 and 20. It has a capacity of 300 and features interactive activities and a dance area.