Following its success in the US, Malibu is bringing new Malibu Pineapple to the UK – a blend of tropical pineapple with classic coconut rum.
Rolling out to stores from February, Malibu Pineapple aims to capitalise on the continued trend for flavoured spirits – the biggest flavoured category in Beers, Wines & Spirits.
“We know that Pineapple is a hot flavour right now,” said Jo Alexander, Marketing Manager at Pernod Ricard UK. “Our pre-mixed Malibu Pineapple can is living proof – it has generated double digit value and volume growth in the last year, at 23% and 24% respectively. What’s more, our loyal fans have told us that they’d welcome the introduction of Malibu Pineapple.”
To drive stand-out in depot, the outer case features a collage of the pineapple skin effect that appears on the bottle neck, along with a bottle shot.
A digital and out-of-home summer media campaign, as well as on-pack activations, will support the launch.
Malibu Pineapple will be available in a 70cl bottle at an rrp of £14.99. Cases include six bottles, each with a recipe neck collar.