Bacardi-Martini looks to kickstart RTD sector with new spritzer

Bacardi-Martini (BM) is releasing a wine-based spritzer concept into the ready-to-drink (RTD) sector.

As previously revealed on thePublican.com, BM has launched Coomira Coast, a blend of New World chardonnay, sparkling water and blackurrant, blueberry and cranberry flavours into the on-trade following an extensive trial in a number of Wolverhampton & Dudley outlets.

The new concept, aimed at a slightly older female than other RTD brands, is designed to bridge the gap between products such as Bacardi Breezer and Smirnoff Ice and the burgeoning wine sector.

Jane Callard, senior trade marketing manager for BM, said that until now the drinks market had failed to meet the needs of slightly older female drinkers aged between 24 and 35 years-old.

"These women often opt for wine and light spirits but it was clear that this was out of default rather than an active choice. Coomira Coast was born out of understanding women, what's important in their lives and what would be their perfect drink in certain occasions."

Available in a 275ml screwcap bottle and with an ABV of five per cent, Coomira Coast will do battle with a handful of recently released wine-based products such as Cavela, Bliss and Blue Nun Slinky.

"The fact that there are other launches is proof that there's a genuine market for a sub-category in the RTD sector. Innovation is key and the wine-based drinks will provide it and grow the category," added Ms Callard.

"Wine is one of the most dynamic drink categories and we know that women remain the key wine consumers. We also know that 77 per cent of spritzer drinkers are female. Therefore a bottled, spritzer product was a perfect solution and it has already exceeded our expectations in market tests."

Coomira Coast, designed to be drunk from a wine glass, is to be supported by a £2.4m marketing spend incorporating extensive POS material as well as high profile adverts in women's magazines.