Flavour innovation, packaging, dynamic activations to drive Bacardi Breezer in 2025

The Ready-to-Drink (RTD) beverage category in India has seen significant growth, driven by the changing preferences of Gen Z and Millennials. These younger consumers are increasingly looking for products that align with their dynamic lifestyles, desire for novelty, and focus on self-expression. Brands are embracing innovation not only in flavors but also in creating immersive experiences that resonate with this audience. This shift is transforming the beverage industry, with companies focusing on personalization, cultural relevance, and interactive marketing.

In conversation with Adgully, Ayaesha Gooptu, Head of Domestic Spirits & RTD for Bacardi India, sheds light on how BREEZER has strategically capitalized on these trends. She shares insights into BREEZER's approach to connecting with the younger generation through engaging experiences, including their successful partnership with events like the Cherry Blossom Festival.

Could you tell us about BREEZER’s vision for creating experiences tailored to Gen Z, and how the Cherry Blossom Festival serves as the perfect platform to launch this initiative?

BREEZER’s vision for creating experiences tailored to Gen Z is centered around crafting vibrant, immersive spaces that celebrate their love for self-expression, spontaneity, and shared moments. The Cherry Blossom Festival serves as the perfect platform to launch this initiative, as it beautifully reflects the values that resonate with Gen Z—creativity, diversity, and a zest for life—while perfectly aligning with BREEZER’s ethos of fun and inclusivity. The festival’s unique blend of culture, music, and celebration allowed us to introduce the BREEZER Playzone, a lively, interactive space designed for attendees to relax, have fun, and create unforgettable memories. Whether it’s playing interactive games, indulging in exclusive treats like the BREEZER Chuski, or capturing moments at our photo-friendly installations, it’s our way of authentically connecting with Gen Z and enhancing the experiences they seek and cherish.

What are some of the key milestones BREEZER has achieved so far, especially in terms of engaging with younger audiences?

Over the years, BREEZER has evolved into a lifestyle brand synonymous with fun and self-expression, commanding over 90% of the RTD market. Key milestones include a 26% growth in volume and value (2021-2026, IWSR), immersive experiences like the BREEZER Playzone, and the launch of fusion flavors such as Mango Peach. By innovating with bold packaging, strategic influencer collaborations, and live activations, BREEZER continues to stay relevant to Gen Z. Its positioning shift from ‘Live Life in Colour’ to ‘Play On’ reflects its deep connection with evolving youth culture, cementing its status as a vibrant choice for younger audiences.

How do you see the RTD (Ready-To-Drink) category evolving in India, particularly with the younger generation’s changing tastes and preferences? How does BREEZER plan to maintain a competitive edge as the category becomes more crowded?

The RTD category in India is evolving rapidly, driven by Gen Z and Millennials' demand for flavorful beverages that align with their lifestyles and match their personalities. As Gen Z and Millennials increasingly seek out options that align with their tastes and values, we see a growing demand for innovation, whether it is fusion flavors, bold packaging, or experiences that go beyond just the product. BREEZER plans to maintain its competitive edge by staying at the forefront of these trends. With over 20 years of leadership in the category, we continue to innovate with unique flavor combinations and on-ground activations like the BREEZER Playzone, which resonate with the vibrant spirit of Gen Z. By blending bold product innovation with engaging cultural activations, we aim to strengthen our connection with younger audiences and solidify BREEZER’s position as the go-to choice in the RTD space.

How important is experiential marketing for BREEZER? Besides the Cherry Blossom Festival, Could you highlight other marketing strategies that have been particularly successful in India?

Experiential marketing is central to BREEZER’s strategy, enabling us to connect with younger audiences in meaningful ways by creating memorable and interactive experiences. Creating vibrant, immersive spaces helps bring our brand ethos of fun, spontaneity, and self-expression to life. The BREEZER Playzone at events like the Cherry Blossom Festival is a testament to this approach. Collaborations with influencers and on-ground activations at cultural and social events have also been key. Additionally, our on-trade campaigns, like the BREEZER Bursts activation featuring surprise dance performances and live sampling, have been highly effective in bringing energy and excitement to key venues while reinforcing the playful spirit of the brand.

What are some key consumer trends you’re currently observing in the beverage industry, and how is BREEZER adapting to them? How do you see these trends shaping your brand’s strategy as you move into 2025?

Key trends in the beverage industry include a growing demand for innovative flavors, immersive experiences, and personalization, especially among Gen Z and millennials. Consumers today are seeking beverages that not only taste great but also align with their lifestyles, values, and desire for novelty. Breezer is adapting to these trends. As we move into 2025, we see these trends further shaping our strategy, continue focusing on flavor innovation, eye-catching packaging, and dynamic activations at cultural and social events. By staying ahead of evolving preferences, BREEZER will continue to strengthen its connection with the younger audience and maintain its leadership in the RTD space.

What are the key growth targets for BREEZER? How do you plan to strengthen your position in the highly competitive RTD market?

Breezer’s focus remains on maintaining its leadership position by continuously innovating and catering to Gen Z’s needs. We aim to achieve this by identifying and leveraging relevant occasions, events, and cultural moments that resonate with this audience.