MALIBU INTRODUCES CLOUDY LEMONADE TO ITS CAN RANGE

July 30, 2012, 1:09 pm
by
ShareFacebooktwittergoogle_pluspinterestlinkedinmail

This summer, Malibu, the coconut flavoured rum, is introducing a new product to its cans portfolio – Malibu & Cloudy Lemonade.

Combining the traditional taste of cloudy lemonade with a Caribbean twist, Malibu & Cloudy Lemonade is now available with an RRP of £1.99.

The new addition aims to further capitalise on the popularity of the ready-to-drink category and follows the launch of the brand’s range of pouches and cans last year.

The can format allows retailers to tap into summer-drinking occasions, including garden parties, picnics, barbecues and festivals, offering a profit opportunity for the trade and a convenient drinks solution for consumers.

Patrick Venning, Marketing Director at Pernod Ricard UK, said:

“Malibu cans present a significant impulse opportunity for retailers, with 77% of Malibu can purchases unplanned.

“There is longer term growth potential in Malibu cans, given the high level of repurchase intent – 88% of Malibu can consumers say they would repurchase.

“To help retailers realise this opportunity, we have created our ‘Summer Starts with Malibu’ campaign, supporting the trade at point-of-sale with in-store activation materials.”

“We know that Malibu consumers love to try new things and that convenience and innovation are very important to their purchasing decisions.

“The new Malibu & Cloudy Lemonade can delivers both of these elements and will bring a taste of summer to many social occasions.”

Malibu & Cloudy Lemonade launched on the ‘Malibu VIP’ Facebook app on www.Facebook.com/MalibuUK and featured at the brand’s pop-up ‘Malibutique’ events this summer in Cardiff, Liverpool and Birmingham.

ShareFacebooktwittergoogle_pluspinterestlinkedinmail

Related articles

< back to news

Subscribe

Join our mailing list and we'll update you with the latest news within food and drink and keep you up to speed with what's being planned for our industry-leading events:

Read our privacy policy.

Thank you for subscribing