Malibu adds dessert flavours

20 May, 2013

Pernod Ricard USA has added two dessert-flavoured additions to its rum and coconut liqueur brand Malibu.

Following the trend for vodka in the US, the company has introduced Malibu Sundae - with the flavour of chocolate ice cream, and Malibu Swirl - with the flavour of strawberries and cream.

According to Pernod Ricard, the confectionary spirits segment has grown - +58% in the past two years.

Lisa McCann, brand director for Malibu, Pernod Ricard USA said: “We are excited to be entering the growing confectionary segment.

“It is where we expect to see significant growth going forward. Malibu Sundae and Malibu Swirl are set to capitalize on this growth and deliver two entirely new ways to experience the brand.”

Malibu is supporting the launch of Malibu Sundae and Malibu Swirl with "an aggressive digital and social media marketing plan" as well as retail activation. A summer campaign is to feature dessert-themed drink ideas.

Both Malibu Sundae and Malibu Swirl are 21%abv and will be available from this month in one litre, 750ml, and 50ml sizes and will retail for a suggested price of $14.99/750ml.





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Hamish Smith

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