MALIBU INTRODUCES CLOUDY LEMONADE TO ITS CAN RANGE
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.
