US: Pernod Ricard brings Malibu bottle up to date

By | 1 March 2013

Pernod Ricard wants a more modern Malibu

Pernod Ricard wants a more modern Malibu

Pernod Ricard has redesigned the bottle for its Malibu rum liqueur brand in the US to add a “contemporary” feel.

Pernod's US unit said yesterday (28 February) that the new branding, which includes a clear window around the bottom to maximise shelf standout, will go on sale in the Spring. The new bottle is more slender with high shoulders and a “refined” word mark, logo design and typography, Pernod said.

“It brings to life the energy and warmth of the Caribbean, in a highly contemporary way,” said Lisa McCann, brand director for Malibu, Pernod Ricard USA.

Last month, Pernod released Malibu Island Spiced in the US.

Expert analysis

Spirits in the US to 2014

This databook provides key data and information on the spirits market in the US. This report is a comprehensive resource for market, category and segment level data including value, volume, distribution share and company & brand share. This report also provides expenditure and consumption data for the historic and forecast periods.

Sectors: Marketing – advertising & promotions, Spirits

Companies: Pernod, Ricard

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