Malibu, Allied Domecq’s spirit brand, has moved up to the number two speciality spirit in the UK on-trade. It is the highest position the spirit has reached in over four years.
Allied Domecq acquired Malibu 18 months ago, and the brand has increased its volume and value share to 10.8% and 10.14% respectively over the MAT to July 2003, according to AC Nielsen. In a statement, Allied said these figures have been achieved during a period when all other major speciality spirit brands experienced volume decline.
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Senior brand manager at Allied Domecq, Jeremy Hill, said: “We are confident that we can further improve our market position in the run up to Christmas and who knows, even secure the number one position.”
The number one spot is currently held by Brown-Forman’s Southern Comfort, with Archers, produced by Diageo, dropping to number three.
