Pernod Ricard UK is introducing Malibu Red to the UK market ahead of the run-up to the festive season.
A mixable fusion of Caribbean Malibu rum and Mexican Olmeca Tequila make up the new product.
The launch of this new innovation is being spearheaded by R&B singer-songwriter, producer, dancer and newly appointed Malibu Red creative director, Ne-Yo, who will play a role in Malibu Red’s marketing campaign.
Malibu Red aims to tap into the growing appeal of mixable specialty spirits suited to social occasions and offer consumers and bartenders a new way to experience the Caribbean rum.
It will be available to the on- and off-trade with an RRP of £16.99.
The launch will be supported by a 360° marketing campaign to build awareness and engagement with consumers and across the trade.
This includes new advertising, ‘Taste the Smooth Feel the Fire’, in consumer lifestyle publications which will also be amplified through retailer websites and the brand’s highly successful Facebook page.
On-trade support includes POS kits containing bar runners, glassware, table talkers and ice buckets; whilst for the off-trade, the launch will be supported with in-store support including shelf barkers and recipe neck collars.