Pernod Ricard is preparing to extend its Malibu flavoured rum brand in the US with an additional variant.
The company is introducing Malibu Pink, a guava-led extension that blends the fruit with the coconut-flavoured rum at 21% ABV. Alongside the flavour launch, Pernod Ricard is also rolling out across the country Malibu & Dole RTD cocktails, developed in partnership with fruit brand Dole last year.
Malibu Pink will be supported by a marketing campaign later this spring, while the Malibu & Dole RTD range is set to receive experiential support through festivals and promotional activations as the brand seeks to extend its “summer year-round” positioning.
Financial details of the activations were not disclosed.
“With the launch of Malibu Pink, we’re pairing familiar favourites like coconut and pineapple with new guava-led notes as the next evolution in tropical flavour, transporting summer-seekers on a new adventure,” said Malibu’s US brand director, Saragh Killeen.
Earlier this week, Pernod Ricard appointed leaders for its newly-formed brand units, Crystal and Gold, with Malibu falling under the former.
