Malibu has introduced a new design for its pre-mix range and the launch of its first diet variant.
Cans of the existing three-strong line-up – featuring Malibu Caribbean Rum with Coconut and a choice of Cola, Mango or Pineapple flavours – have been given makeover that pays homage to Malibu’s iconic bottle, while the addition of sparkling bubbles to the cans’ livery aim to excite and drive trial.
Malibu is also adding a Diet Cola variant to its line-up.
“We have enjoyed huge success with our pre-mixed range since we first launched in 2011,” said Adam Boita, head of marketing at Pernod Ricard UK. “And it’s really important that we continue to innovate and excite our audience, particularly in a category where there is such great scope for further growth.
“We believe the eye-catching new makeover across our range, coupled with our first ever diet variant, will help us to do just that.”
The Malibu brand is currently growing ahead of the market, by +18.7% in value and by +16.3% volume, according to Nielsen figures.