Allied Domecq has added a new flavour to its Malibu range. The company said yesterday that it would be launching Malibu Passion Fruit in the US from April 15.

The latest flavour extension joins Malibu, Malibu Mango and Malibu Pineapple flavoured rums.

"Consumers continue to look for more flavour variety in their spirits and the rum category is now enjoying the flavour explosion that vodka recently experienced," said Scott Ortega, vice president of innovation, Allied Domecq Spirits, North America. "Malibu is meeting this trend with the release of Malibu Passion Fruit."

Malibu Passion Fruit will be marketed under the "Seriously Easy Going" marketing platform.
The brand will be supported by television, radio and print advertising; on- and off-premise merchandising; sampling and promotions.

Rum was responsible for 26% of the volume growth for all spirits in the past year in the US, with flavoured rums fuelling 38% of sales growth in the rum category.

"The addition of Malibu Pineapple and Malibu Mango to the trademark last May marked one of the most successful new product launches in the last 10 years for Allied Domecq, outselling our competition by more than 30%," said Simon Hunt, executive vice president, marketing, Allied Domecq Spirits, North America.