Malibu Pineapple PMP launched exclusively for impulse channel

Pernod Ricard has introduced a £2.19 price-marked format of its Malibu Pineapple ready-to-drink (RTD) can exclusively for the impulse channel.

The development follows 22% growth of the pre-mix can category in convenience (Nielsen).

Pineapple is the fourth most popular flavour in cocktails and is growing year on year, with 30% of consumers choosing pineapple flavoured drinks when out in the on-trade (CGA).

In the convenience channel, Malibu Pineapple is the fastest growing spirit mixer can, growing at 120% versus the pre-mixed drink category at 7.6% (Nielsen), and the launch of the PMP is set to offer shoppers better value for money.

Chris Shead, off-trade channel director at Pernod Ricard UK, says: “The cocktail trend continues and the popularity of RTDs has accelerated as consumers seek out convenient formats. Our new Malibu Pineapple PMP pre-mix can will drive presence in impulse, ensuring further visibility in the ‘grab and go’ moment.

“Two-thirds of independent retailers are already stocking PMPs as it gives consumers confidence they are being offered good value, and with Malibu seeing 11.1% value growth (Nielsen) we’re confident that our new PMP will accelerate that even further.”

Malibu Pineapple PMP RTD (5% abv) is available in 12 x 250ml cases.

Published Date: February 11, 2023
Category: Product & Promotions News