Pernod Ricard's Malibu Strawberry Kiwi RTD

Category - RTD, 5% abv

Available - From this summer

Location - UK, nation-wide

Price - RRP GBP1.98 (US$2.90)

Pernod Ricard has launched a Strawberry Kiwi pre-mixed Malibu drink to the UK market. The new addition joins Malibu's existing RTD offer, which includes Malibu pre-mix Pineapple, Malibu pre-mix Cola and Malibu pre-mix Diet Cola.

Pernod Ricard has also invested in a global advertising campaign for the Malibu brand. As part of the activity, the drinks firm launched an e-commerce platform as it looks to target 18- to 24-year-old consumers in the UK market.

As part of its social media programme, Malibu claims to have been the first alcohol brand in the UK to run a sponsored 'Snapchat Lens'. The activation ran over the UK's Bank Holiday weekend, and involved turning users' faces into large pineapples, following a sip of Malibu Pina Colada. 

"Consumers are not just buying products and services, they are looking for experiences," said Jo Alexander, Malibu marketing manager at Pernod Ricard UK, of the marketing campaign. "They want shareable and creative content and Snapchat Lenses are such a brilliant and dynamic way for people to have fun and express themselves. Our partnership with Snapchat ... fulfils Pernod Ricard UK's aim to provide conviviality to shape the nation's drinking experiences."

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Expert analysis

Global RTD insights - market forecasts, product innovation and consumer trends

Global RTD insights - market forecasts, product innovation and consumer trends

The Ready To Drink (RTD) or mixed drinks category added 20.2m cases in 2014 to reach 388.5m cases, up from just under 319m cases in 2010, representing a healthy compound annual growth rate (CAGR) of 5...read more