July 30, 2012, 1:09 pm

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 and featured at the brand’s pop-up ‘Malibutique’ events this summer in Cardiff, Liverpool and Birmingham.


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