Bacardí Breezers make UK comeback
The ready-to-drink (RTD) brand formerly known as Bacardí Breezer will be returning to UK supermarket shelves this summer in response to strong consumer demand for fruit flavours in the segment.
The flavoured alcoholic beverage (Fab) brand owned by Bacardi was first launched in the US in 1990 under the name Bacardí Breezer, selling more than four million cases within a year of its debut.
It became one of the UK’s most popular ‘alcopops’ before being discontinued in 2015.
Now, it is making its comeback to supermarket shelves as Breezer, with three new fruit-forward flavours: Zesty Orange, Zingy Lime, and Crisp Watermelon.
The trio of flavours will launch in June, presented in 275ml glass bottles that clock in at 3.4% ABV.
“We know there is a lot of love for Breezer in the UK, and we are confident a new generation of consumers will fall in love with the new Breezer,” said Steve Young, business unit director for Bacardi UK & Ireland. “RTDs are booming, however, the Fab category could do with a bit more excitement. By bringing back Breezer we’re definitely putting the fruity taste into Fab.”
The company says it will target Breezer at two distinct consumer groups: Gen Z, who are new to the brand and are expected to like the fruit flavours and the convenience of the format, and older drinkers who are familiar with the original Bacardí Breezer and are likely to enjoy the nostalgia of the brand’s return.
In 2023, the brand was given a ‘revolutionary’ new look by London-based design agency Knockout, in a bid to recruit ‘the next generation of drinkers’.
“The early response from our trade partners has been overwhelmingly positive,” Young added. “Everyone is excited to see Breezer back for the summer.”
The Fab segment is valued at more than £300 million (US$402m) in the UK according to IWSR Drinks Market Analysis data from 2023, and accounts for nearly half of the growing RTD category. It is hoped that a brand as recognised as Breezer will help drive the category’s growth further.
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