Malibu set for summer
Pernod Ricard’s Malibu has launched a new premixed cocktail, Malibu Melon Margarita; for the summer.
The drink is packaged in 1.75 litre pouches which are made of soft plastic, allowing for maintaining freshness and easy chilling purposes. The pouches have a significantly reduced carbon footprint compared to glass: 85% less.
The drink, launched at the start of April in the US, will be accompanied by a selection of bespoke POS materials, such as display racks, cooler pusher trays, window clings and shelf talkers.
Lisa McCann, brand director for Malibu, Pernod Ricard, commented: ““The margarita is the number one selling cocktail in the U.S. and Malibu Cocktails are the #1 growth driver in the 1.75lL pre-mixed cocktails category.
“Malibu Melon Margarita is the perfect addition to the family as we head into the warm summer months when margarita and pre-mixed cocktail consumption hit their peak. Malibu Melon Margarita provides retailers with a great opportunity to increase store traffic with their customers who enjoy fun new experiences and great tasting new products. And, our innovative and portable 1.75L pouch is ideal for outdoor get-togethers (beach, pool, BBQ, picnic) as well as at-home gatherings.”
Malibu Melon Margarita joins other premix cocktails in the range, including Malibu Tropical Sea Breeze, Malibu rum Punch, Malibu Caribbean Cosmo and Malibu Tropical Mojito.
