Pernod Ricard UK is introducing Malibu Red to the UK market ahead of the festive push – a combination of Caribbean Malibu rum and Mexican Olmeca Tequila. Pernod Ricard said that Malibu Red will allow retailers to tap into the growing appeal of mixable specialty spirits. It will be available to the on- and off-trade with an rrp of £16.99.
The launch will be supported by a marketing campaign to build awareness and engagement with consumers. This includes new advertising, ‘Taste the Smooth Feel the Fire’, in consumer lifestyle publications, while off-trade support includes shelf barkers and recipe neck collars.
Globally renowned singer-songwriter and Malibu Red creative director, Ne-Yo, has produced an exclusive track, ‘Burning Up’, to bring Malibu’s newest proposition to life for UK consumers.
Patrick Venning, Marketing Director at Pernod Ricard UK, commented: “Malibu Red brings something totally new and unique to the mixable spirits category. With sociable occasions in growth amongst Malibu’s target audience of 18-34 year olds, this group will enjoy the unique taste of Malibu Red as a long mixable drink when enjoying great nights out and catching up with friends. The association with Ne-Yo is sure to bring this exciting innovation alive for our consumers.”
