Bacardi-Martini in drink launch U-turn

By Sonoo Singh

Bacardi-Martini is to axe its fruit flavoured cream-based drink, Kalyr, ahead of a national roll-out and two years after a test launch.

The launch, which was first tested in Northern Ireland in 2004 (MW April 22, 2004), would have been the company’s first foray into the cream drink market, which is dominated by rival Diageo’s Baileys.

But the spirits manufacturer has decided to scrap the launch following reports of its underperformance.

A spokeswoman says: “There are no plans for a UK launch of Kalyr as tests in Northern Ireland were not as good as they needed to be. We have withdrawn it from the Northern Ireland market.”

Made from exotic fruit and cream, Kalyr was aimed at 25- to 45-year-old women. At 12.5% ABV, its alcohol content was lower than its main rival Baileys.

At the time of Kalyr’s trial two years ago, the liqueurs category was seen as the one with the greatest growth potential, in the light of the slowdown in the ready-to-drink category.

In the same year, Scotch whisky group Whyte & Mackay launched a new RTD cocktail product under its Vladivar vodka brand, and Blavod Extreme Spirits began rolling out traditional French Marie Brizard liqueurs to the supermarket sector.

Meanwhile, last month Pernod Ricard ditched its cream liqueur brand Tia Lusso, as first predicted in Marketing Week (August 18, 2005). Tia Lusso, a brand extension of Tia Maria, was launched in 2002, also to challenge Baileys.

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