Product Launch - US: Pernod Ricard's Malibu Island Spiced

By | 21 February 2013

Click through to view an image of the brand

Click through to view an image of the brand

view 1 related image

Pernod Ricard's Malibu Island Spiced

Category - Spirits, flavoured rum, coconut and spice, 30% abv

Available - From now 

Location - US on- and off-trade 

Price - RRP of US$16.99 per 75cl bottle. Also available in 5cl, 37.5cl, 1-litre and 1.75-litre bottles

Distribution - Pernod Ricard

Pernod Ricard's US unit has unveiled a new low-calorie, spiced variant of its rum liqueur brand Malibu. 

Malibu Island Spiced combines the core brand's blend of Caribbean rum and coconut liqueur with light spices, smoked vanilla, cinnamon and Truvia zero-calorie sweetener, the company said. 

Lisa McCann, Malibu's brand director, said the launch aims to "addresses the growing demand among adult women for cocktails that taste great and offer the perfect balance between sweetness and strength without packing on the calories". 

She noted that 66% of Malibu consumers are women. 

Pernod said the launch will be accompanied by an "aggressive" digital and social media marketing campaign and retail and on-premise trials.  

Show the press release

MALIBU

®

 ENTERS SPICED SEGMENT WITH FIRST LOWER 

CALORIE EXPRESSION 

New York, NY (DATE) – Today, Malibu®, the number one selling Caribbean Rum with coconut liqueur and leader in product innovation in the rum category, enters the spiced rum segment in bold  and innovative style with the launch of Malibu® Island Spiced – the first lower calorie, spiced option to appear on retail shelves and back bars throughout the country.  

Malibu Island Spiced combines Malibu’s signature blend of Caribbean rum and coconut liqueur with light spices, smoked vanilla, cinnamon and a touch of natural sweetness with Truvia®* zero-calorie sweetener. The result is a lower calorie, full-flavored spiced rum alternative perfect for social, onthe-go women who seek low calorie drink options that don’t sacrifice flavor.

“Nearly half of spiced rum drinkers are women,” noted Lisa McCann, Brand Director for Malibu, Pernod Ricard USA. “But most spiced rum brands communication is directed to men. Malibu understands women and is actively talking to this increasingly important segment – 66% of Malibu shoppers are women. Malibu Island Spiced addresses the growing demand among adult women for cocktails that taste great and offer the perfect  balance between sweetness and strength without packing on the calories. We are excited to enter the growing spiced segment and be first-to-market with a lower calorie alternative. It’s a double win for Malibu.”

Malibu is supporting the launch of Island Spiced with an aggressive digital and social media marketing plan as well as retail and on-premise activation aimed at generating interest and trial among adult women consumers.  

Malibu Island Spiced, 30% ABV and 70 calories/serving, will be available in 1.75L, 1L, 750ml, 375ml and 50ml sizes and will retail for a suggested price of $16.99/750ml.  

Original source: Company release

Sectors: Product launches, Spirits

Companies: Pernod, Ricard

There are currently no comments on this article

Be the first to comment on this article

Related research

Pernod Ricard: Premiumization and decentralization fuelling growth in mixed macroeconomic environment

Over the last 10 years of rapid acquisitions, Pernod Ricard has built a strong portfolio of premium brands on a global scale. Most of its brands enjoy a leading position in international markets. The company has adopted a decentralized operational st...

Alcoholic Drinks in India

Alcoholic Drinks in India industry profile provides top-line qualitative and quantitative summary information including: market share, market size (value and volume 2007-11, and forecast to 2016). The profile also contains descriptions of the leading...

Wine

This report analyzes the worldwide markets for Wine in Million Litres. It includes all wine categories, still, (red, white and rose), sparkling, fortified, vermouth, non-grape wine, wine coolers and ice wine. The report provides separate comprehensiv...

Related articles

just the Round-Up - The week in drinks

The top ten stories published on just-drinks this week:

CHINA: Wuliangye Yibin warns of change after H1 slowdown - report

Wuliangye Yibin has warned China's spirits market is going though an adjustment after it posted a slowdown in profits growth in first-half results, according to local reports.

GLOBAL: Pernod Ricard revamps Havana Club Añejo Especial

Pernod Ricard is re-launching its Havana Club Añejo Especial rum expression next month with new packaging and a new recipe in a bid to attract whisky drinkers.

Read further items in this columns

The Launch Pad - Product Launches

Here's where we bring together all of the product launches covered on just-drinks.

just-drinks tagline

Not a member? Join here

Decrease font sizeDecrease font sizeDecrease font size Increase font sizeIncrease font sizeIncrease font size Comment on this article Email this to a friend Print this page