Malibu has announced it’s looking to boost the fast-growing alcoholic ready-to-drink (RTD) category with the launch of Malibu Punch, described as a range of 10% ABV canned cocktails designed for a new generation of adult consumers.
Available in Watermelon, Peach Tea and Piña Colada Punch flavours, the range combines fruitiness with the signature Caribbean spirit of Malibu.
The 237ml cans carry RRPs of £3.50 across the grocery, convenience and wholesale sectors.
Created for “higher-energy social occasions,” from pre-drinks and house parties to festivals and spontaneous get-togethers, Malibu Punch expands the brand’s RTD portfolio while bringing the “fun-loving, flavour-led spirit” of Malibu.
Younger consumers
The launch forms part of Malibu’s broader ambition to accelerate growth within the evolving RTD category and strengthen relevance with younger adult consumers, it added.
Each can is being described as having ts own personality. Watermelon Punch delivers a refreshing, sparkling blend of juicy watermelon flavour balanced with vibrant citrus notes of lemon and lime.
Peach Tea Punch, meanwhile, combines peach flavours with notes of delicate black tea for a refreshingly crisp finish, while the Piña Colada Punch brings together coconut and juicy pineapple flavours for a bold take on Malibu’s iconic flavour profile.
To celebrate the launch and establish he RTDs as the ultimate party starter, Malibu is turning up the fun with its biggest stunt yet. Lucky consumers will have the chance to have their parties gate-crashed by Malibu alongside influencer-duo Georgia Wood and Maddie Grace Jepson. Consumers can expect a punchy Malibu van with “can drops, exclusive merchandise and music to get the party started for an unforgettable night,” the brand added.
Category first
Liam Murphy, marketing director at Pernod Ricard UK, said: “Malibu is already an RTD super brand in the UK, having helped to establish the category more than a decade ago.
“The onus is on us to innovate and deliver against evolving consumer trends. With three distinctive flavours and significant investment behind the launch, we believe Malibu Punch can recruit a new generation of adult consumers, build on Malibu’s distinct credentials and bring further excitement and value to the fast-growing RTD category.”
Launching first in the UK before heading to the US and elsewhere, Malibu Punch will be supported through the broader Do Whatever Tastes Good platform, with activity designed to drive awareness, trial and recruitment among adult consumers.
The full Malibu Punch range is available across all channels now.
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