Malibu rum has created a new website to up its presence in the minds of consumers.

The site, www.malibu-rum.com, has been created by Malibu-Kahlua International to reflect the brand's international popularity, the company said yesterday (24 May). It features content from five of Malibu's key markets and is available in English, French, Spanish and Chinese.

"Professional and amateur bartenders alike will appreciate the extensive list of recipes on the website." said Simon Hunt, president & CEO, Malibu-Kahlua International. "We have included cocktails from around the world, many of which feature our flavoured line extensions - Malibu Passion Fruit, Malibu Mango and Malibu Pineapple - which have been introduced in select markets around the world.

Since the Allied Domecq acquisition last year, Pernod Ricard has created a separate brand-owning company, Malibu-Kahlua International, to further increase strategic development and resources behind the brand, the company added.

"Our goal is to build our trademarks on a market by market basis" said Hunt, "Given our new structure within the Pernod Ricard family, we are developing strategic consumer tools, like Malibu-rum.com, with our local affiliates that reach our international audience."

Earlier this month, Pernod confirmed that it will delist its Malibu Flavours range in the UK. The company said it did not want to go down the RTD or brand extension route for fear of diluting its message about the parent brand. Malibu Flavours will delist in the country on 30 June.