Malibu enters wine territory with Rum Sparkler

28th January, 2014 by Becky Paskin

Pernod Ricard is continuing to blur the boundaries between drinks categories with its latest innovation, Malibu Rum Sparkler.

Malibu-Rum-Sparkler

Malibu Rum Sparkler is the latest spirit brand to emulate the wine category

The 11% abv sparkling blend of carbonated Malibu and coconut water is presented in a Champagne-style bottle with a cork stopper.

Aimed at American party-goers, Malibu Rum Sparkler is available in two flavours: Coconut and Peach, and marks a further cross-category innovation from the brand.

In February last year, the brand launched Malibu Island Spiced, Pernod Ricard’s first foray into the spiced rum category. The 30% abv blend of coconut liqueur, Caribbean rum and spices was heralded as the first “low-calorie” spiced rum on the market due to its use of Truvia, a sugar substitute.

It followed the launch of Malibu Red, a blend of the coconut rum and silver Tequila, in 2011.

Josh Hayes, senior brand manager for Malibu, said the latest innovation capitalised on several growing trends in the US market.

“With Rum Sparkler, we’re capitalizing on the growing demand and popularity of coconut water and giving consumers yet another reason to party with friends,” he said.

Malibu Rum Sparkler also joins the higher proof Malibu Black and Malibu RTD cans now available from the brand, which underwent a brand makeover in February 2013.

Already available at retailers across the US and Canada, Malibu Rum Sparkler will be supported by digital, social media and OOH activities, as well as off-premise sampling events.

It is available in 750ml bottles with an RRP of US$16.99.

The trend for spirit brands to tread into new spirit categories, as well as wine, has been burgeoning steadily over the past 12 months. For a more thorough overview of the hybrid spirits category, read The Spirits Business February issue, out soon.

Leave a Reply

If that's interesting, how about these?

Four Roses releases tribute bottling for retiring master distiller

Four Roses Bourbon has announced its 2015 Limited Edition Small Batch Bourbon more...

Southern Comfort expands makeover to RTDs

Southern Comfort has redesigned the packaging of its ready-to-drink range for more...

Vodka's performance in six key markets

Vodka may be hot stuff in some of the world’s emerging markets, but in its more...

Set of Japanese whisky Playing Cards to auction

A full set of Hanyu Ichiro’s Playing Cards is expected to fetch more...

New US whiskey brand inspired by beach life

Marketing and distribution firm Taliera has launched a new brand of American more...

Pernod Ricard launches social media guide

Pernod Ricard UK has launched a social media guide aimed at retailers to help more...

Top vodka cocktails around the world

Showing two fingers to those who doubt the relevance of vodka in contemporary more...

Top 10 spirits ageing innovations

As Suntory launches its whiskies into space to age on-board the International more...

Pernod Ricard's top brands in 2014/15

While a significant number of Pernod Ricard’s key brands reported flat or more...

Study finds alcohol does not influence 'perceived attractiveness'

A new study has revealed there is no connection between alcohol consumption and more...

Jim Beam Apple launches across US

Beam Suntory has officially rolled out its latest flavour variant, Jim Beam more...

Speyside Distillery launches 'black' single malt

Speyside Distillery has unveiled its new port cask-finished “black” Scotch more...

Gin and vodka boost UK summer spirits sales

Gin and vodka have been identified as the main value drivers in the UK spirits more...

Pernod Ricard writes down value of Absolut

Pernod Ricard has been hit by a 15% drop in 2014/15 full year net profits more...

Top 10 spirit launches in August 2015

A Scotch whisky inspired by Japan, asparagus-infused gin and spicy vodka that more...

A drink with... Alexi Lambrou, Stolichnaya

Stolichnaya Premium vodka’s global brand manager discusses his passions and more...

Bottega’s Limoncino passes million bottle mark

Treviso-based Bottega is now selling more than one million bottles of its more...

Amazon offers one-hour alcohol delivery in US

As the on-demand alcohol delivery industry grows in the US, online retail giant more...

Jim Beam latest to win 'handcrafted' lawsuit

Beam Suntory has claimed victory in a lawsuit alleging its Jim Beam Bourbon more...

Company creates 'world's first' sweet potato vodka

California-based spirits company Corbin has claimed it has produced the more...