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Ready-mix, flavoured alcohol brands rock Indian market

08-November-2004
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Ready-mix, flavoured alcohol brands rock Indian market

Ready-to-Drink liquor brands, or RTDs as they are called, are breezing into the market. Bacardi Breezer from Bacardi Martini India, a flavoured rum-based RTD available in three flavours -- cranberry, lime and orange, and Romanov Shotz from UB Group’s Spirits Division available in lemon and orange are a hit with Gen-Next. TDV’s (Triumph Distillers and Vintners Ltd.) Tequila Slamma and Cruizer are two other favourites. A new variant, Bacardi Breezer Jamaican Passion, meant especially for the party season, is in the process of being launched.

The popularity of RTDs shows a demand for the low alcohol content category. RTDs have a dual targeting strategy: young drinkers open to experimentation in the 22-30 age group. And, with their low alcohol content, RTDs are a good entry option for women. Saumitra Sehgal, Marketing Manager (Low Proof), Bacardi Martini India, says, “Today, young, urban adults have a difference in attitude towards alcohol consumption, with the stress being on social drinking rather than drinking to get a kick. It is these kinds of consumers that Bacardi Breezer has a brand fit with”.

According to acknowledged trade magazines, RTD is one of the most dynamic segments in the global liquor industry and has touched almost 285 million consumers in the past few years. Sources say that Bacardi Breezer has gained volumes across segments in the European markets.

There was some apprehension about its performance in India, but Sehgal, dismisses these doubts. “Bacardi Breezer has had high rates of trial and acceptance rates across consumers in the major metros and is one of the more popular drinks in high energy, top-end nightclubs and pubs. The consumer profile is young, upmarket adults in urban centres across India”. Bacardi Breezer has clicked well with its target group in all the major metros that it is available, that is, Mumbai, Pune, Delhi, Calcutta, Hyderabad and Goa, the brand is yet to be launched in Bangalore.

Sehgal adds, “The RTD category in India is essentially a one-horse race, with Bacardi Breezer enjoying more than 90% market share. The brand is now synonymous with the category, with consumers and trade referring to it as the 'Breezer category'. This is driven by both extensive marketing support and the image credentials of the Bacardi Brand”.

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