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?

Plantation Rum reveals image revamp

French drinks group Cognac Ferrand has revealed a bottle redesign for its more...

Diageo's FY results flatline as volatility continues

Currency volatility, political instability and an “uneven recovery” in the more...

UK underage drinking falls to lowest recorded levels

Government statistics show that underage drinking in the UK continues to more...

Diageo and Cruzan Rum face black mould lawsuit

Diageo and Cruzan Rum could be hit with a violation order over allegations more...

Top 10 new American whiskey brands

At the same as some American whiskey distillers are launching brand extensions more...

A drink with... Sakuma Tadashi, Nikka

Nikka's master blender Sakuma Tadashi talks about his approach to innovation, more...

Bacardi rum creates new global VP role

Bacardi has promoted Fabio Di Giammarco to the new role of global vice more...

Artesian features Reàl syrups in cocktails

Real Cocktail Ingredients’ Cream of Coconut and Agave flavours have gained more...

Bacardi and Heinemann partner for single estate rum experience

Bacardi has teamed up with Gebr. Heinemann to present Single Cane Estate Rums, more...

Strong demand for coffee shop cocktails

Research by CGA Strategy has identified “huge potential” for serving more...

Diageo Scotch expansion plans still on ice

As Diageo reveals sales of its Scotch portfolio plummeted 9% in 2014/15, the more...

Hennessy Cognac finally returns to growth

The drinks arm of French group LVMH, owner of Glenmorangie Scotch whisky and more...

Funkin introduces new 'spiced' single batch syrup

Cocktail syrup brand Funkin has expanded its range of single batch syrups with more...

Diageo terminates Heineken JV in South Africa

Diageo has terminated its joint venture with Heineken and Namibia Breweries in more...

Arbikie unveils Scotland's first single estate gin

Arbikie Highland Estate, producer of Scotland’s "first" potato vodka, has more...

Irish whiskey given stronger legal protection

New regulations have been introduced in Ireland to strengthen the legal more...

G&T beats Pimm's as UK favourite summer sip

Gin and tonic has beaten Pimm's as the UK’s favourite spirit-based drink this more...

Woodford Reserve: a brand history

Woodford Reserve, while being a relatively new brand, has a long heritage that more...

Location sought for first Borders distillery in 180 years

Scotch whisky firm R&B Distillers is asking members of the public to vote for a more...

Eastside Distilling launches new whiskey brand

Eastside Distilling has added Barrel Hitch American Whiskey and Barrel Hitch more...