Malibu is aiming to build on the success of its pre-mixed range with a new design and the launch of its first diet variant.
Rolling out to stores now, cans of the existing three-strong line-up – featuring Malibu Caribbean Rum with Coconut and a choice of Cola, Mango or Pineapple flavours – have been given a makeover that pays homage to Malibu’s bottle, while the addition of sparkling bubbles to the cans aims to excite and drive trial.
Malibu is also adding a Diet Cola variant to its line-up, which the brand says will help retailers across all channels capitalise on the hottest new trend in the ready-to-drink category.
“It’s really important that we continue to innovate and excite our audience, particularly in a category where there is such great scope for further growth,” said Adam Boita, Head of Marketing at Pernod Ricard UK. “We believe the eye-catching new makeover across our range, coupled with our first ever diet variant, will help us to do just that.”
The introduction of pre-mixed cans has delivered successful growth for the Malibu brand, with the range selling more than 5.5m cans since launch, and currently growing ahead of the market, by +18.7% in value and by +16.3% volume.
“This is a really exciting category to be in right now,” added Boita, “and we are looking to extend our footprint increasingly into impulse and convenience where we believe there is a fantastic opportunity.”
Meanwhile, Malibu is extending its real coconut cup drinking vessels into convenience, with a roll out to wholesale scheduled for this month.
