Pernod Ricard has added a new £2.19 price-mark to its Malibu Pineapple ready-to-drink (RTD) format, exclusive to the convenience channel.
The sparkling mix of white rum, coconut and pineapple flavours offers consumers a convenient on-the-go solution.
Its launch comes amidst rapid growth of the pre-mix can category, which has seen 22% growth in convenience.
Malibu Pineapple PMP RTD (ABV 5%) is available in 12 x 250ml cases with an RSP of £2.19 per can. It joins the wider Malibu RTD range which includes Malibu Piña Colada and Malibu Cola.
Chris Shead, Off-Trade Channel Director at Pernod Ricard UK, commented: “Our new Malibu Pineapple PMP pre-mix can will drive presence in impulse, ensuring further visibility in the ‘grab and go’ moment.
“Two-thirds of independent retailers are already stocking PMPs as it gives consumers confidence they are being offered good value, and with Malibu seeing +11.1% value growth we’re confident that our new PMP will accelerate that even further.”
