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?

Monin launches 'first' popcorn syrup

Monin UK has introduced the industry's "first" popcorn syrup, designed to more...

Rebel Yell crowns inaugural London winner

Thom Solberg of Black Rock bar in Shoreditch has won Bourbon brand Rebel more...

IWSR reveals key global drinks trends

From health conscious consumers to cross-category experimentation, these are more...

Wenneker Swizzle Masters Art Deco Cognac finalists

This month’s Wenneker Swizzle Masters round transported bartenders back to more...

Confessions of a retailer: Dekanta

Makiyo Masa, Dekanta founder and director, shares her vision for developing the more...

Beam Suntory launches 10YO Bowmore in TR

Beam Suntory Global Travel Retail (GTR) is following up its acclaimed Devil's more...

Tomatin releases cask maturation trio

Highland Scotch malt whisky distillery Tomatin has launched a collection of more...

Maxxium introduces Maker's Mark 46 to the UK

Maxxium UK has extended its Bourbon offering with the launch of Maker's Mark more...

R&B unveils Scotch crafted from historic recipes

R&B Distillers is readying to introduce The Tweeddale: The Last Centennial – more...

Distillery invests in female entrepreneurs

A husband and wife team in Minnesota have launched Her Spirit, a start-up more...

Żubrówka unveils 'modern' bottle design

Roust Group has created a new bottle design for its bison grass vodka brand more...

Bulldog ‘world’s fastest growing’ premium gin

Gruppo Campari-backed Bulldog Gin is now the "fastest growing" premium gin in more...

The week in pictures

Cocktail events, a Smirnoff tractor and the final of Bombay Sapphire's 10th more...

UK spirits sales flop during Olympics booze boom

Despite "hugely impressive" overall alcohol sales for UK retailers throughout more...

Pernod Ricard sets sail with interactive store

Pernod Ricard Travel Retail EMEA has partnered with Harding Retail to launch more...

Pernod Ricard unveils The Glenlivet Space

Pernod Ricard Travel Retail Asia has launched a pop-up experiential retail more...

Travel retail spirits sales sink 4.2% in 2015

Total spirits sales in the global travel retail channel fell 4.2% in value and more...

London's top shrub cocktails

With the fruit and vegetable growing period coming to a close – and autumn more...

Douglas Laing releases Timorous Beastie 40yo

Douglas Laing & Co has expanded its Highland blended malt range Timorous more...

Distillery to unveil 'first' post-Prohibition Florida Bourbon

St. Augustine Distillery has announced the release date for its Florida Double more...