Malibu has added a Piña Colada flavour to its read-to-drink (RTD) summer line-up.
Available now with an RRP of £1.80, the SKU is replacing the Strawberry Kiwi flavour and is being targeted at 18-24-year-olds.
James Middleton, channel director for impulse at Pernod Ricard UK, said: “The Piña Colada is Malibu’s signature cocktail and we’re delighted to be introducing an on-the-go format that will allow us to tap into home cocktail occasions; as well as expanding into alfresco moments, making it this season’s must-stock for driving summer sales.”
RTDs are growing +7.8% year-on-year in value within the impulse channel (Nielsen Premix, 24.03.18).
The launch will be supported by proximity advertising, a social media campaign and influencer activity.