Innovating brands: Bacardi Breezer

The Breezer became a rage on launch and continues to grow quickly

The Breezer became a rage on launch and continues to grow quickly.

The Breezer became a rage on launch and continues to grow quickly. This is one brand launch that went like a breeze right from the word go. Breezer - known as Bacardi Breezer until last year - was launched in India in August 2002 by Bacardi Martini India, a 74:26 joint venture between Bacardi and the Karnataka-based Gemini Distilleries. Bacardi Breezer was considered as one of the most significant launches in 2002-03 because of the unique space that it created in the Indian alcohol market.

Breezer is a fruit-flavoured alcoholic beverage (alcobev) with 4.8 per cent alcohol content (that is similar to beer), a first for India. A unique product, affordability and a well-defined target audience - combined with a booming economy - paved the way for the success of this iconic brand.

The brand promise ever since its launch is consistent with the brand tagline, 'Live Life in Color'. The same promise was executed in Breezer's commercials, outdoor communication and events. The Breezer ads, in its early years, were a bit over the edge.

Breezer is currently the No 1 player in its category. The main reasons behind that success are consistency in product quality, launch of new flavours every year and effective distribution. The launch of the Clear Lemon flavour was in line with the increasing popularity of white spirits in India. According to a consumer survey, though Bacardi was primarily associated with colour, younger consumers preferred something colourless too.

Breezer is available in 50 countries. Some international flavours include Pina Colada, Strawberry Daiquiri, Pineapple and Raspberry amongst many other exotic flavours. The UK remains one of the biggest markets for Breezer. After doing a good job in the US by stimulating a consumer shift from pints of lager and wine, it stepped into the UK in 1993 positioned as 'a credible alternative to beer'. According to the company, Breezer sold 5.8 lakh cases in India last year. The brand is growing around a rate of about 30 per cent per annum.