Pernod Ricard has added a Pina Colada variant to its Malibu ready-to-drink (RTD) range of cans.
Available now with an RSP of £1.80, it joins Cola and Pineapple RTDs, replacing the defunct Strawberry Kiwi variant.
The launch is supported by proximity advertising, a social media campaign and influencer activity.
“The Pina Colada is Malibu’s signature cocktail and we’re delighted to be introducing an on-the-go format that will allow us to tap into home cocktail occasions; as well as expanding into alfresco moments, making it this season’s must-stock for driving summer sales,” said James Middleton, Channel Director for Impulse at Pernod Ricard UK.
“RTDs are growing +7.8% year-on-year in value within the impulse channel and recent research reveals UK consumers are claiming Pina Colada as their second favourite cocktail, making it the perfect time to be introducing an RTD of this kind.”