Breezer had a Playzone experience at the Cherry Blossom Festival in Shillong. The event took place on November 15th and 16th, 2024. Breezer had aimed to make its Playzone the go-to destination for those looking to play, unwind, and capture unforgettable memories.
The Playzone had games like giant Jenga and Connect 4, giving attendees a chance to engage and play, all while enjoying their favorite Breezer flavors. Visitors could also try a twist on their Breezer experience with a Breezer chuski, a frozen treat.
Medianews4u.com caught up with Ayaesha Gooptu, Category Head, Domestic Spirits & RTD, Bacardi in India who shed light on the importance of on-ground events and experiences as a way to connect with Gen Z.
Q. Breezer launched back in 2002 to appeal to younger consumers. How has it evolved as a brand over the past two decades?
Over the last 22 years, Breezer has evolved from a ready-to-drink beverage to a lifestyle brand synonymous with fun, now commanding over 90% of the RTD market. According to IWSR, its volume and value grew by 26% between 2021 and 2026. Breezer has stayed relevant by innovating with flavours and bold packaging while engaging younger audiences through live events, initiatives like Breezer Vivid Shuffle, and influencer collaborations.
The brand has also progressively evolved its positioning to make it resonate more with Gen Z, transitioning from ‘Live Life in Colour’ to ‘Play On’ reflecting a natural adaptation to the evolving youth culture and inclusivity. This has solidified its status as a vibrant choice for Gen Z and Millennials, beyond just a drink.
Q. Could you talk about product innovations like the new Mango Peach flavour?
The idea behind innovating Breezer is to cater to today’s consumer preferences, with fusion being one of the key trends, offering a combination of flavors over standalone options like mango or peach. Staying true to our fruity and flavorful identity, Breezer has introduced punch flavours that seamlessly blend two distinct tastes.
Mango Peach was a strategic choice, combining the universal appeal of mango, India’s ‘king of fruits,’ with the refreshing taste of peach, reflecting consumer insights and local preferences.
Q. What consumption trends are being seen for Breezer and the category? Where is the whitespace?
Breezer is a leader in the RTD category with a distinct consumer base and unmatched versatility, making it suitable for any occasion or time of day. The whitespace for Breezer lies in innovation, introducing new flavors and immersive experiences that align with Gen Z’s desire for constant novelty. By focussing on total experiences rather than just occasions, Breezer is further strengthening its connection with this audience and maintaining its edge in the market.
Q. What marketing tactics is Breezer employing during the festive season to grab the consumer’s attention?
Interestingly, Breezer stands apart from other spirits categories that typically experience a significant spike in demand during festivals. Known as a popular summer drink, Breezer maintains steady consumption year-round. Breezer continues to engage consumers during the festive season by leveraging innovative tactics.
These include introducing fusion-inspired flavors that resonate with evolving consumer preferences and riding current trends, as well as creating immersive experiences through engaging on-ground activations like play zones and collaborations with influencers.
These strategies are designed to align with festive themes and resonate with its target audience, ensuring the brand remains on top of consumers’ minds even outside its peak season.
Q. Could you talk about building tie-ups and relationships with restaurants and pubs?
Building strong partnerships is essential for connecting with our audience in an engaging way. By collaborating with key venues, we bring Breezer’s dynamic energy to life through unique, memorable experiences. Our latest on-trade campaign for Breezer Bursts is all about bringing the energy of ‘Play On’ to life.
A group of dancers surprises the crowd, grooving to the original Breezer soundtrack while sampling its vibrant and flavourful range. It’s an immersive experience designed to engage consumers and highlight the playful spirit of the brand.
Q. Could you shed light on Breezer’s vision for Gen Z-focussed experiences and why was the Cherry Blossom Festival the ideal kickoff event?
Breezer’s vision for Gen Z-focussed experiences revolves around creating vibrant, engaging spaces that resonate with their love for fun, spontaneity, and self-expression. The Cherry Blossom Festival was the perfect kickoff because it embodies the creativity, diversity, and energy that define this generation.
With its unique mix of culture, music, and celebration, the festival provided the ideal platform for us to introduce the Breezer Playzone—a dynamic space designed to let attendees play, unwind, and capture unforgettable memories. It’s all about connecting with Gen Z on their terms and enhancing the moments they cherish.
Q. Could you talk about the Breezer Playzone that had exclusive treats, interactive games, and photo-friendly moments?
At Breezer, we’re all about creating experiences that connect with Gen Z’s vibrant and dynamic spirit. They value fun, creativity, and making memories, and that’s exactly what we aimed to bring to life. The Cherry Blossom Festival felt like a natural choice for our first step. It’s such a celebration of culture, music, and energy, perfectly aligned with what Breezer stands for.
Through the Playzone, we wanted to offer something fresh and exciting: games to spark joy, unique treats like the Breezer chuski, and photo moments to capture it all. It’s about being where Gen Z is and giving them experiences that stay with them long after the festival ends.
Q. What are the future plans for Breezer activations at other cultural and social events relevant to Gen Z? Will these include tasting sessions?
Our future plans for Breezer activations include staying at the forefront of innovation, delivering fresh and exciting experiences tailored to Gen Z’s preferences. As adjacent categories continue to grow, it is essential to engage consumers with offerings that resonate with their evolving tastes.
While we can’t confirm specifics at this stage, we aim to explore immersive formats, and tasting sessions could be a part of these activations, depending on the context of the event.
Q. How is Bacardi promoting its first made in India Whiskey brand Legacy? What prompted the move into this space?
Bacardi’s entry into the Indian whiskey segment with Legacy marks an exciting milestone, driven by the growing demand for premium, locally crafted spirits. Legacy blends India’s rich heritage with modern whiskey-making, offering a unique product tailored to Indian tastes.
To promote it, we’re leveraging digital-first campaigns, immersive experiences, and collaborations with cultural influencers, focussing on storytelling that highlights Legacy’s authenticity and craftsmanship. This launch reflects Bacardi’s commitment to innovation and leadership in India’s evolving beverage landscape.
