Malibu has launched two new products offering a slice of summer to the brand’s 18-24 year-old target consumers.
Malibu Watermelon and Malibu Watermelon Lemonade both tap into an increased demand for watermelon flavour alcoholic drinks, which has soared 64% year-on-year.
Malibu Watermelon blends Caribbean rum and the taste of watermelon for a smooth and fruity finish. At 21% ABV, it is available in a 70cl bottle, RSP £15.
The newest addition to the Malibu can family, Malibu Watermelon Lemonade is a sparkling blend of Caribbean rum and watermelon, with lemon and lime flavours for a burst of sweetness. The 250ml cans have an ABV of 5% and an RSP of £1.80.
Both SKUs are also available from wholesalers including Bestway, Booker and United.
Chris Shead, Channel Director at Pernod Ricard UK, said: “We’re delighted to be extending our current can offering at a time when the ready-to-drink market is booming, and Malibu’s RTD range has gone from strength to strength over the last three years, helping to recruit younger shoppers into the brand.
“These two new additions to the Malibu family are primed to take this summer over by clearly answering consumer needs for great tasting drinks, suitable for all daytime occasions.”