Pernod Ricard has lined up a flavour extension to its Malibu rum brand in the US.

The company said yesterday (20 April) that Malibu Island Melon will launch in the country's off-trade next month. The variant joins Malibu, Malibu Tropical Banana, Malibu Mango, Malibu Pineapple and Malibu Passion Fruit in the brand's portfolio.

The launch will be backed by a digital campaign aimed at an audience that increasingly turns to the Web to view its favourite television shows. Malibu has developed web films, which will appear on video sites such as Hulu.com and Fox.com, and will promote 'Malibu Island Bowling', a mobile phone application that involves bowling with a melon.

At the same time, an advertising and marketing campaign will run in the US, with Malibu television advertising being adapted to feature Malibu Island Melon, while on-line advertising aon websites and aerial banners will run throughout the summer.

Trade advertising will also run, along with consumer sampling events and a range of on- and off-premise POS, which will be available throughout the spring and summer.

Malibu Island Melon will be available in 1.75-litre, 1-litre. 750ml and 50ml sizes. The 750ml will sell for a suggested retail price of US$12.99.

Earlier this month, Pernod Ricard said that it plans to "consolidate" its Malibu-Kahlúa International subsidiary into The Alsolut Company.