Ne-Yo launches Malibu Red Tequila in UK
The UK is set to receive stocks of Malibu Red, Pernod Ricard’s Caribbean Malibu rum and Mexican Olmeca Tequila infusion created in collaboration with R’n’B singer Ne-Yo.
The 29.9% abv coconut rum-tequila infusion is gearing up for launch into the UK on- and off-trade in time for the festive season.
Developed by both sensory experts and bartenders, Malibu Red is described as having a ‘refreshing and smooth coconut taste’ with ‘rich characteristics of premium Tequila and a signature fiery finish’.
Pernod Ricard intends to fully support the spirit’s launch in the UK with advertising in consumer lifestyle publications and on retailer websites, as well as POS kits for the on-trade and off-trade.
To capitalise on its marketing efforts, the brand has appointed singer-songwriter Ne-Yo as its creative director, who has produced an exclusive track ‘Burning Up’ for Malibu Red.
Patrick Venning, marketing director at Pernod Ricard UK, said the new spirit has been launched to create diversity in the mixable spirits category.
“With sociable occasions in growth amongst Malibu’s target audience of 18-34 year olds, this group will enjoy the unique taste of Malibu Red as a long mixable drink when enjoying great nights out and catching up with friends,” he said. “The association with Ne-Yo is sure to bring this exciting innovation alive for our consumers.”
Ne-Yo is also expected to make a series of special guest appearances and further exclusive content for the brand in the near future.
Malibu Red, which is already available in the US, will be rolled out into the on- and off-trade over the coming month with an RRP of £16.99. Further markets for the spirit are expected to be announced in due course.
Pernod Ricard suggests mixing the spirit with lemonade, or using in a classic Margarita.