Malibu Refreshes Pre-Mixed Range
12 Mar 2015 --- Malibu is aiming to build on the success of its popular pre-mixed range with a new design and the launch of its first diet variant.
Rolling out to stores now, cans of the existing three-strong line-up – featuring Malibu Caribbean Rum with Coconut and a choice of Cola, Mango or Pineapple flavours – have been given an attention-grabbing makeover that pays homage to Malibu’s iconic bottle, while the addition of sparkling bubbles to the cans’ livery aim to excite and drive trial.
Malibu is also adding a Diet Cola variant to its line-up, to help retailers across all channels capitalise on the hottest new trend in the ready-to-drink category.
“We have enjoyed huge success with our pre-mixed range since we first launched in 2011,” explains Adam Boita, head of marketing at Pernod Ricard UK. “And it’s really important that we continue to innovate and excite our audience, particularly in a category where there is such great scope for further growth.
“We believe the eye-catching new makeover across our range, coupled with our first ever diet variant, will help us to do just that.”
The introduction of pre-mixed cans has delivered extremely successful growth for the Malibu brand, with the range selling more than 5.5 million cans since launch, and currently growing ahead of the market, by +18.7% in value and by +16.3% volume.
“This is a really exciting category to be in right now,” explains Boita, “and we are looking to extend our footprint increasingly into impulse and convenience where we believe there is a fantastic opportunity.”
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