Pitú, a Brazilian firm with 85 years of experience in the cachaça industry, debuted its Ice Remix ready to drink (RTD) beverage brand at a Carnival in 269ml aluminium cans with flavours of lemon and pineapple with coconut. Dubbed Pitú Remix, the recently launched RTD has a reduced 7 per cent alcohol concentration and is marketed by cachaçarias and distributed all around Brazil.
"Ready-to-drink" beverages or those that can be purchased already mixed with other ingredients, are a popular trend across the globe and have gained popularity among younger generations in particular because they fit in with how Gen Z and millennials typically behave.
"The ices arrive to bring us even closer to the young public, who are looking for lighter drinks. They are canned drinks, super refreshing, which should be consumed cold. There couldn't be a more opportune time for this launch than Carnival," said Maria Eduarda Ferrer, Pitú's marketing manager.
The new products were created for revellers who wish to "take it easy" during Carnival and value more responsible, healthy, practical, and diversified consumption because they contain less alcohol. Pitú will formally introduce the range of ices in Pernambuco during the week leading up to Carnival. Then it spreads to additional gatherings in the Brazilian cities of Olinda, Recife, and Salvador.
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