Malibu Launches New Tropical Banana Flavor

16/03/07 Malibu, the number one selling Caribbean Rum with natural Coconut Flavor in the world, announced the launch of Malibu Tropical Banana in the United States and Canada. This announcement represents the second in a series of strategic changes and innovations for the brand in 2007, following the January new packaging unveiling for the entire portfolio.

Malibu Tropical Banana becomes the latest flavor in the Malibu range to join Malibu Original Coconut since 1980, including: Malibu Passion Fruit (2005), Malibu Mango (2004), Malibu Pineapple (2004).

"Malibu Tropical Banana celebrates the brand's Caribbean and vibrant attributes," said Cyril Claquin, Senior Vice President, Global Marketing & Sales, Malibu-Kahlua International. "Additionally, research shows that the demand for banana-flavored food and beverages is on the rise, and fresh bananas continue to be the number one fresh fruit consumed in the country."

Malibu Tropical Banana enjoyed outstanding results when tested with both consumers and bartenders, who liked its strong Caribbean link and flavor differentiation, as well as its uniqueness. A range of exciting Caribbean- inspired cocktails have been developed by bartenders using Malibu Tropical Banana, including: Malibu Tropical Sunrise, Malibu Green Monkey and Malibu Slippery Banana.

Jeff Agdern, Marketing Vice President for Malibu at Pernod Ricard USA, said the Spring 2007 U.S. launch will be supported with an unprecedented, multi-million dollar marketing campaign. "We previewed Malibu Tropical Banana at the Nightclub and Bar show in Las Vegas last week, and we are very excited about the positive reaction from bartenders and club owners," Agdern said. A targeted Tropical Banana advertising campaign will be featured nationally in television, print, and radio, and a wide range of consumer promotions and samplings are planned throughout the summer season, Agdern said.

Claquin concluded, "We are thrilled to introduce Malibu Tropical Banana to the brand portfolio. We have built upon the distinctiveness and equity of the Malibu range to deliver a quality tropical banana taste for consumers. Additionally, Malibu Tropical Banana will benefit from our recent new packaging which features a brighter, whiter, more premium bottle across the line, which differentiates each flavor via color bands on the bottle neck, making it easy for bartenders to identify in a hectic bar environment."

Malibu Tropical Banana will be available at retail in May.