Pernod Ricard has unveiled a new Strawberry variant of Malibu, complemented by a Malibu Strawberry Daiquiri ready-to-drink (RTD) 250ml can.
The newest members of the Malibu family are introduced as the brand is performing ahead of the total liqueurs & specialities category in the off-trade (Nielsen) and strawberry is the No.1 cocktail flavour preference in the on-trade (CGA).
Liam Murphy, brand director at Pernod Ricard UK, comments: “Flavours have helped us recruit new shoppers into the brand as consumers continue to experiment with new flavour profiles.
“Strawberry spirit variants over-index with young adult shoppers and remain in high demand in the on-trade, and the launch of Malibu Strawberry will allow us to continue the flavour momentum. It’s the ultimate summer sipper – fruity, fun and perfect for sharing with friends for that good-vibes-only feeling all year round.”
Malibu Strawberry (21% abv) has an rsp of £17.19, while Malibu Strawberry Daiquiri RTD (5% abv) has an rsp of £2.40 per can.Published Date: May 15, 2023