PITÚ expands RTD range with Strawberry Caipirinha and Caipirinha 0.0%
News General news
The PITÚ brand, which belongs to Semper idem Underberg AG, is continuing its innovation strategy and is launching two new variants of its popular ready-to-drink (RTD) cans at the start of 2025. With the introduction of the fruity Strawberry Caipirinha and the non-alcoholic Caipirinha 0.0%, the German market leader in the cachaça segment is capitalizing on current consumer trends and also offering even more variety.
PITÙ's RTD portfolio, which combines high quality and uncomplicated enjoyment, now covers three key consumer preferences: the classic Caipi to go, the Strawberry variant following the Passionfruit Caipirinha, another fruity flavor and the first non-alcoholic Caipi to go.
Strawberry comes out on top in consumer survey
With the new Strawberry Caipirinha, a Caipi variant with authentic Brazilian heritage, the Unterberg Group is responding to the ongoing trend towards summery, fresh, sweet fruit flavors. After the Passionfruit Caipi, this is the second flavored RTD can in the PITÚ portfolio. The strawberry flavor was chosen by the community - it received the most votes in a survey of PITÚ followers on social media. The “Germans' favorite fruit” appeals to a broad target group. Market research by mafowerk has shown that lemonades and berry (juice) continue to gain popularity as RTD mixers and are even the No. 2 drink among women - after cola.
Caipirinha 0.0%: 100% Caipi flavor - 0.0% alcohol
For the growing market of alcohol-free spirits, the Premium Caipirinha 0.0% offers a real highlight: the authentic Caipi taste - completely without alcohol. This product innovation - based on de-alcoholized original PITÚ from Brazil, which was launched at the beginning of 2024 as PITÚ 0.0% in a 0.7-litre bottle - is the first alcohol-free ready-to-drink caipirinha ever. It is aimed specifically at consumers who want to consciously avoid alcohol but attach great importance to authentic enjoyment. In market research, the Premium Caipirinha 0.0% was rated by consumers as tastier, more natural, refreshing and fruity than the previous non-alcoholic version, which is “recreated” from ginger ale, lime juice and cane sugar and is usually served in restaurants as “Ipanema”.
Market research confirms trend towards the new “mega category” RTD
The RTD market, which includes ready-to-drink cocktails, long drinks and aperitifs, continues to boom. Ready-to-drink products now guarantee variety, taste, innovation and quick and easy consumption. The market research institute AC Nielsen speaks of “explosive growth” and describes RTDs as the new fourth “mega category” on the alcohol market (after beer, wine and spirits). According to Nielsen, this category now accounts for 50 percent of total innovation spending in the alcohol sector. Compared to the previous year, the mixed spirits product group recorded sales growth of 6.9%, while other categories have seen declines or stagnation.
According to studies by Mintel and mafowerk, demand for innovative, fruity flavors and non-alcoholic alternatives is also on the rise. The most important target group for RTD products is younger adults (18 to 39 years).
