Bacardi Discontinues Alkopop Brands
Bacardi Breezer and Bacardi Rigo to be phased out
Revenue decline cited as reason for decision
In August 2007, Bacardi announced that it would be discontinuing its two alkopop products, Bacardi Breezer and Bacardi Rigo, due to declining sales. The decision was made after a review of the company's product portfolio, which showed that the two brands were no longer performing as well as other products in the Bacardi line.
Bacardi Breezer was launched in 1993 and quickly became one of the most popular alkapops in the world. However, sales of the beverage have declined in recent years as consumers have shifted to other types of alcoholic beverages. Bacardi Rigo was launched in 2004 and has never achieved the same level of success as Bacardi Breezer.
The discontinuation of Bacardi Breezer and Bacardi Rigo will result in the loss of approximately 50 jobs. The company has said that it will work with employees to help them find other positions within the company or with other employers.
The decision to discontinue Bacardi Breezer and Bacardi Rigo is a sign of the changing times in the alcoholic beverage industry. Consumers are increasingly looking for healthier and more sophisticated options, and alkapops are no longer as popular as they once were.
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