Malibu Rum Adds New Flavor, Grows RTD Line
Single-serve cans a growing opportunity for c-store retailers
NEW YORK -- Malibu rum is showing its innovation chops this month, both in regular bottles and its growing line of canned cocktails designed for on-the-go consumption.
On Feb. 1, Malibu, a product of Pernod Ricard USA, New York, debuted the newest addition to the Malibu Sensations portfolio, Malibu Pineapple Upside Down Cake. The sweet rum liqueur is intended to be consumed in shots, mixed with fruit juices or blended with ice cream, according to the company.
“We are very excited to introduce Malibu Pineapple Upside Down Cake to consumers,” said Jennifer Gordon, brand director for Malibu. “We’re continuing to see that consumers enjoy drinking confectionary, indulgent-flavored liqueurs as a way to discover new taste sensations that elevate their social experiences and fuel their fun. Malibu Pineapple Upside Down Cake is a distinct and delicious solution to help them do just that.”
To drive awareness of Malibu Pineapple Upside Down Cake, the brand will implement digital media, public relations activations and the brand’s popular social-media platforms to reach and influence its already engaged fan base. Additionally, point-of-sale materials along with in-store sampling in key markets will drive trial and awareness of Malibu Pineapple Upside Down Cake among new consumers at select retail outlets throughout the country.
Malibu Pineapple Upside Down Cake (21% ABV) will be nationally available in 750-milliliter and 1-liter sizes and will retail for a suggested $14.99/750ml.
Meanwhile on Feb. 3, Malibu added a new flavor to its line of canned mixed cocktails.
Malibu Strawberry Kiwi Cans as the newest addition to the ready-to-drink portfolio. The pre-mixed cocktail combines the juicy flavors of ripe strawberry and kiwi with a hint of Malibu Coconut. The packaging is convenient, single-serve cans intended for outdoor and on-the-go occasions. Malibu Strawberry Kiwi Cans join Malibu’s current line of canned flavors: Malibu Fizzy Pink Lemonade, Malibu and Pineapple and Malibu Island Spiced & Club Soda.
“Malibu Cans are the perfect drink choice for outdoor barbecues, beach days and poolside parties, providing consumers with delicious refreshing flavors in the convenient, grab-and-go packaging that they seek,” Gordon said.
To increase engagement and drive consumers in-store, Malibu will support the launch with digital media promotions, sampling events and public-relations outreach, including full integration into all Malibu social-media platforms. At retail, engaging POS including shelf cards, cold-box clings, single-serve bins, can racks and dump bins will encourage trial and purchase. Off-premise sampling in key markets will drive trial and awareness of the Malibu Cans portfolio.
“Malibu Cans have been incredibly popular within the single-serve cocktail category," Gordon said. "Increasing our cans portfolio will provide additional opportunity for trial and allow retailers the opportunity to capitalize on the rapidly growing ready-to-drink segment.”
Malibu ready-to-drink cocktails are available in 200-milliliter cans with a suggested retail price of $9.99 for a four-pack or $2.50 for a single can.