Malibu has unveiled plans for a promotional push this summer in the US.

The brand, imported into and marketed in the US by Pernod Ricard USA, announced late last week that it is launching the 'Seriously Easy Going Summer' programme in the coming months.

The campaign will include TV, radio and trade print advertising during the summer, while retailers will be offered a consumer sampling programme, which will be available to support national on-trade initiatives.

In addition, Malibu will also run a 'Taste the Island Life' consumer sweepstakes program where consumers can win a trip to Barbados, the home of Malibu Rum. Sweepstakes entry will be available via in-store tear pads or through www.malibutrip.com.

"The rum category is growing and full of opportunity, and Malibu is poised to capitalise on that momentum this summer," said Michelle Riley, malibu brand director, Pernod Ricard USA.