Malibu unveils new flavor

08/04/05 Allied Domecq Spirits, North America, has launched and MALIBU flavored rum announce the national arrival of MALIBU Passion Fruit beginning April 15. MALIBU Passion Fruit arrives just in time for consumers to 'take life less seriously' on a day they really need to - tax day. MALIBU Passion Fruit is the latest, great tasting addition to the popular MALIBU product line, joining original MALIBU, MALIBU Mango and MALIBU Pineapple flavored rums.

Scoring among the highest products ever tested by Allied Domecq, Passion Fruit is one of the hottest new flavors across many food and beverage categories. MALIBU Passion Fruit has a naturally exotic, guava-like, sweet/tart taste with a rich, fruity aroma. MALIBU Passion Fruit will be marketed under the successful "Seriously Easy Going" marketing platform, designed to demonstrate how MALIBU's easygoing spirit can help consumers take a break, loosen up and have fun with friends - a perfect reminder for the upcoming summer season. The brand will be supported by television, radio and print advertising; on- and off-premise merchandising; sampling and promotions. MALIBU Passion Fruit mixes great with lemon-lime soda, or in cocktails such as MALIBU Passion Tea and MALIBU Passion Peach.

MALIBU is now available in four distinct flavors - coconut, pineapple, mango and passion fruit.