Anheuser-Busch is to launch another Bacardi-branded malternative called Bacardi Silver Raz on the US market.
The raspberry flavoured variant joins the current portfolio that includes Bacardi Silver and Bacardi Silver O3.
The new drink comes out just six months after the rollout of Bacardi Silver O3, an orange-flavoured variant of Bacardi Silver.
The decision to expand the range comes despite falling demand for malternatives in the US. Sales account for about 2.6% of the beer market, however they are expected to dip more than 14% this year, Marlene Coulis, Anheuser-Busch’s chief of new products, said Monday.
That said, the market still remains attractive to A-B. Bacardi Silver already has an estimated 24% of the spirit-branded segment of the malternative market, A-B said.
“We have seen other (spirit) brands continue to lose share as Bacardi Silver has grown share,” Coulis said. “We feel we’re in a prime position to take advantage of capturing some of that additional volume.”
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By GlobalData
Bacardi Silver Raz will be backed by a TV ad campaign, which began yesterday.
Bacardi hopes that by adding new flavours it will continue to attract consumers to the brand.
