Bacardi unveils Diet Breezer

Bacardi-Martini is to launch a diet variant of its Bacardi Breezer in a bid to attract females who have avoided drinking the premium packaged spirit (PPS) because of its calorie content.

The drink will be Diet Lemon, and Bacardi-Martini claims this will be the first diet variant for the booming PPS sector. Breezer Diet Lemon will be available from next month in multiple grocers, specialist off-licenses and convenience stores.

Its retail performance will be evaluated before there are any moves to introduce the drink to pubs and bars. A company spokeswoman explains that this reversal of the usual roll-out strategy for an alcohol product is because of the timing of the launch.

She says: “At this time of year more people are staying at home and watching their weight than going out to pubs.”

The ABV (alcohol by volume) of Bacardi Breezer Diet Lemon remains the same as the core product – 5.1 per cent – but it contains only 100 calories and half the sugar of regular Bacardi Breezer. There are no immediate plans to back the product with marketing activity.

Latest from Marketing Week

Marketoonist on GDPR

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here