Pernod Ricard is leaning into Malfy Gin’s Italian provenance in a new marketing push for the brand.
‘Immagina Malfy’ launches this month in Australia and South Africa ahead of a wider roll-out to markets including Germany, The UK and Malfy’s home market early next year. The campaign centres around an advert that will run on TV, backed by Social Media posts, digital and traditional out-of-home activity and off-premise point-of-sale.
Financial details behind the campaign were not disclosed.
According to Pernod Ricard, Malfy, which sits alongside Beefeater, Plymouth, Monkey 47 and Ki No Bi in the group’s ‘The Gin Hub‘ division, is available in 70 markets and grew its sales by 66% in the 12 months to the end of June.
The brand owner acquired Malfy from US-based Biggar & Leith in 2019.
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