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Product Launch - FRANCE/UK: Pernod Ricard's Malibu Cocktails

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Pernod Ricard's Malibu Cocktails

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Category - Spirits, flavoured rum, cocktail pouches, 12.5% abv

Available - From this month

Location - France and UK. Already available in the US (since June last year), Spain (since July last year), and the Netherlands (since March this year)

Price - In UK, RRP of GBP12.99 (US$20.90) per 1-litre pouch

Distribution - Pernod Ricard

The flavours available vary by market, but the complete range includes: Caribbean Cosmo, Island Punch, Tropical Mojito, and Tropical Sea Breeze. The UK is launching Caribbean Cosmo and Island Punch this summer.

The pack design includes an in-built tap and carry-handle.

The launch of the pouches in the UK will be supported with investment in print, online and out-of-home advertising.

Also, in the UK, Pernod is launching Malibu pre-mixed drinks, available in 25cl can formats, with an abv of 5%. Malibu & Cola and Malibu & Cranberry will be available through off-trade channels from July with an RRP of GBP1.99 per unit.

The can format will be supported with in-store, online and customer media activations, as well as a Facebook campaign.


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