Malibu Island Spiced launches in the US

20 February, 2013

Pernod Ricard USA has launched a low-calorie spiced rum version of Malibu.

Malibu Island Spiced combines a blend of Caribbean rum and coconut liqueur with light spices, smoked vanilla, cinnamon and Truvia, a zero-calorie sweetener.

The line extension has an abv of 30% and comes in at 70 calories per serving.

It will be available to the on and off-trade and will be available in 1.75L, 1L, 75cl, 37.5cl and 5cl sizes, retailing at $16.99/75cl.

Lisa McCann, brand director for Malibu, Pernod Ricard USA, said: “Nearly half of spiced rum drinkers are women, but most spiced rum brands communication is directed to men. Malibu understands women and is actively talking to this increasingly important segment – 66% of Malibu shoppers are women.

“Malibu Island Spiced addresses the growing demand among adult women for cocktails that taste great and offer the perfect balance between sweetness and strength without packing on the calories. We are excited to enter the growing spiced segment and be first-to-market with a lower calorie alternative. It’s a double win for Malibu.”

Malibu is supporting the launch of Island Spiced with an “aggressive” digital and social media marketing plan, and retail and on-trade activations aimed at generating interest and trial among female consumers. 





Comment

Dominic Roskrow

The serious business of bourbon

This is most odd. I’m standing with two American gentlemen in the corner of a very swish steak bar staring at a surreal painting of what we’re being told is a ship exploding as it sails towards a lighthouse. I think.

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