Confidence in the RTD market plunged to a new low this week as market leading supplier Bacardi-Martini confirmed it was axing another brand from its dwindling portfolio in the sector.
Launched in 2001, Martini Spirito has been dropped a week after The Grocer revealed that stablemate Coomira Coast had also run aground.
The cull will enable the company to concentrate on Bacardi Breezer and a top secret new cocktail RTD which is expected to emerge in the next few months (The Grocer, January 17, p50).
Bruce Ray, director of trade marketing at Bacardi-Martini, said: "In view of the state of the RTD category we have taken a proactive approach to prevent the market ...