Bacardi Breezer, a pioneer in India’s ready-to-drink (RTD) market, has unveiled a new Mango Peach flavor, continuing its dominance in the alcopop category. Since its debut in India in 2002, Breezer has captured over 90% of the RTD market share, thanks to its refreshing, fruit-flavored beverages.
The introduction of Mango Peach aligns with Breezer’s strategy to innovate based on evolving consumer preferences. Ayaesha Gooptu, Head of Innovation for AMEA at Bacardi, explained that the new flavor combines popular fruits to cater to the demand for fusion tastes, a shift from single-flavor offerings.
Breezer’s strong market presence is supported by its strategic marketing, including product sampling and events, to enhance visibility and consumer engagement. Despite increasing competition from brands like Smirnoff and Magic Moments, Breezer maintains its leadership by leveraging its broad appeal and consistent product innovation.
With the RTD market in India projected to grow at a CAGR of 10.29% in value and 12.15% in volume by 2026, Breezer plans to continue its focus on introducing new flavors and experiences to keep up with consumer trends.
