Pernod pushes core Malibu rum expression in UK

Following a recent surge in innovation for its Malibu brand, Pernod Ricard is now attempting to enhance the core coconut rum expression in the UK through a series of new initiatives.

Pernod Ricard has launched a limited edition bottle as part of its promotional drive across the the UK

In a bid to further appeal to its 18-24-year-old target consumer base, Malibu has unveiled a new limited edition bottle exclusively for the off-trade featuring the print design of British fashion designer Sera Ulger.

Only 150,000 limited edition bottles will be available from 14 April for six weeks and will carry an RRP of £14.99.

Alongside this, Malibu has also announced the launch of “unique serving vessels” for the on-trade, including Pina Colada single serves, Malibu pineapple corers and coconut shell cups, to drive summer sales. Branded trays, pitchers and highball glass wear have also been released.

The rum brand will also partner with pre-mix cocktail brand Funkin Innovations to promote the Pina Colada as its signature serve in bars across the UK.

Within the on-trade, Malibu and Funkin are working to develop “co-branded route to market kits” which include glassware, pitchers and tent cards.

The various initiatives are part of Malibu’s “spirit of summer” campaign, which is attempting to drive sales over the summer period and beyond.

“Summer isn’t summer without Malibu so we have ensured that all of our activity personifies the brand; that it is creative, innovative, fun and stands out for our consumers,” said Adam Boita, marketing controller at Pernod Ricard UK.

“With off- and on-trade volumes of Malibu showing good growth year-on-year, we want to continue to drive momentum in the off-trade and relevancy in the on-trade, by helping all of our customers maximise sales of Malibu during the key summer sales period.”

Innovative launches

Boita added that while there has been extensive global activity in terms of innovation for Malibu – including the launch of Malibu Sparkler in January this year – it is important for spirits brands to maintain focus on their core expressions.

“We are still very much focused on our core Malibu coconut rum, which continues to be a success,” he told The Spirits Business. “In terms of innovation, companies have to plan carefully and need to make sure their core expression is looked after properly.

“At Pernod Ricard, we are always looking to innovate, but it’s about making careful choices.”

Malibu Red, a blend of the coconut rum and silver Tequila, launched in 2011, while its UK roll-out was fronted by US musician Ne-Yo in 2012.

In February last year, the brand launched Malibu Island Spiced, Pernod Ricard’s first foray into the spiced rum category.

These variants are joined by the higher proof Malibu Black and Malibu RTD cans, while the core expression’s bottle underwent a makeover in February 2013.

Another of the brand’s recently announced key initiatives is to push summer sales in the on-trade through the Spirit of Summer tour. Between May and September, Malibu will tour 300 bars in seaside towns across the UK, offering licensees the chance to host a permanent menu feature listing a selection of Malibu cocktails.

Boita said that since joining Pernod Ricard in 2006, Malibu has experience double digit growth year on year, and saw its off-trade and on-trade volumes increase by 6.3% and 4.9% respectively in 2013.