The Bacardi Breezer, one of the earliest Ready-to-Drinks (RTDs), was introduced in the 1990s and is often hailed as many millennials’ first taste of alcohol. They were banned in the UK in 2015 after dominating the market for 20 years with their sweet, fruity, and startlingly colorful flavors.
But the rebirth of RTDs is presently well underway, with pre-mixed cocktails and hard seltzers becoming popular accompaniments to lazy days as well as cheeky train rides. Estimates for the RTDs market in 2022 put its value at $36.42 billion. To prove to everyone who came first, the original alcopop is back, rebranded as Breezer and intended to honor its history.
After a comparatively quiet launch in 2019, the London-based beverages and spirits firm Knockout was taken on for the Breezer rebranding project. Its mission was to create an updated worldwide identity to “recruit the next generation of drinkers”. Playing on the refreshing qualities of the drinks has been the strategy used in everything from packaging to out-of-home advertising.
The iconic Bacardi bat has vanished, and in its place, a new crown icon honoring the brand’s history has been designed. To denote “playful refreshment,” the crown has been designed to appear as though it has been splattered onto the box.
In addition, the wordmark has been modified with a more modern typeface and features sunlight coming from behind to “bring the daytime drink occasion to life” and reflect the sun rising from the horizon.
The bottle design includes colorful abstract patterns on the neck and lower portion of the label that resemble the flavors in the range, which has a dizzying 17 options.
Inspired by street art, the designs blend varnish texturing with dots screen printing to give the packaging a tactile quality that aims to resemble fruit skin.
In general, the rebrand aims to show how Breezer has evolved and to reposition it as a high-end product.
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Picture of the article is courtesy of Breezer on Instagram
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