Product Launch - US: Pernod Ricard's Malibu Rum Sparkler
Click through to view Pernod Ricard's Malibu Rum Sparkler
Pernod Ricard's Malibu Rum Sparkler
Category - Spirits, liqueur, rum-flavoured, 11% abv
Available - From this week
Location - US, nation-wide, off-trade
Price - SRP of US$16.99 per 75cl bottle
Distribution - Pernod Ricard USA
The US arm of Pernod Ricard has launched a sparkling, coconut water-added variant of its Malibu flavoured rum brand. Malibu Rum Sparkler will be available in two extensions: Coconut and peach.
The bottles will use cork as the closure.
Malibu Rum Sparkler will be backed by off-trade sampling events at selected retailers nationwide, as well as through digital, social and OOH activations.
Last year, Pernod launched Malibu Sundae and Malibu Swirl, two dessert-flavoured brand extensions, in the US.
Malibu is ringing in the New Year in a big way with Malibu Rum Sparkler, the newest product innovation announced today that combines the much-loved Malibu with coconut water, and infuses them with refreshing bubbles. With a pop of the cork, Malibu Rum Sparkler gives party people everywhere yet another reason to get together and enjoy life’s everyday moments with a unique sparkling and refreshing cocktail. Whether it is a job promotion, weekend get-together with friends or impromptu day-off from work, Malibu Rum Sparkler gives you permission to simply pop and enjoy the party. Malibu Rum Sparkler is bottled in both coconut and peach flavors and is available now at retailers nationwide.
As the #1 coconut rum in the U.S. and around the world, Malibu takes a fresh take on the brand by combining the classic Caribbean rum with coconut water and carbonation. Consumers will get another surprise when they pick up a bottle – Malibu Rum Sparkler debuts today with a cork and colorful foil wrap, a first for the brand, truly giving them a new, fun and exciting way to enjoy a sparkling cocktail.
“Malibu Rum Sparkler joins a rum portfolio that truly challenges and delights the taste buds of cocktail lovers – from higher proof Malibu Black, to low-calorie Malibu Island Spiced, to tequila spiked Malibu Red and perfectly pre-mixed Malibu Cans, we clearly aim to push the boundaries,” said Josh Hayes, Senior Brand Manager, Malibu. “With Rum Sparkler, we’re capitalizing on the growing demand and popularity of coconut water and giving consumers yet another reason to party with friends.”
Malibu Rum Sparkler’s blend of coconut water and light bubbles make it the newest refreshing cocktail of choice when looking for a taste of summer anytime. Once popped open, it is perfect when served chilled and straight in a flute, or mixed into a lively cocktail.
To celebrate the launch of Malibu Rum Sparkler, the brand will be hosting a series of off-premise sampling events at select retailers nationwide. The launch will also be supported through digital, social and OOH activations.
Malibu Rum Sparkler (11% alc. / vol., 22 proof) is available in 750ml for a suggested retail price of $16.99 in both coconut and peach flavors.
Original source: Company Relase
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