Malibu celebrates summer with new Sparkling Pineapple addition to its pre-mixed can portfolio
Coconut flavoured rum Malibu is adding to its successful can portfolio with the arrival of a Sparkling Pineapple flavour in time for summer.
The new variant aims to address two customer preferences – pineapple flavour and sparkling drinks.
The flavour comes as a direct result of Malibu listening to its fans on Facebook, with 35 per cent of fans citing pineapple as their favourite Malibu mixer, making it the third most popular mixer behind coke and lemonade.
“This new variant gives a fresh reason for both consumers and retailers to engage with the brand, and responds to direct feedback from Malibu’s loyal fans. We listen and take on board feedback from our audience and we endeavour to create exciting, innovative drinks that will appeal to our target group while helping retailers to boost their premix sales. We are confident this will become a key drink of choice over summer,” commented Patrick Venning, marketing director at Pernod Ricard, UK.
Malibu has now backed a teaser campaign and Facebook activity to support the launch, coinciding with the key summer trading period.