Malibu Island Spiced propels Pernod into spiced rum marketBy Becky Paskin
Pernod Ricard has entered the spiced rum category with a new expression of its iconic Caribbean coconut rum – Malibu Island Spiced.
The new release – earmarked only for the US for now – is a 30% abv blend of Caribbean rum, coconut liqueur, spices, smoked vanilla and cinnamon.
It’s being heralded as the first “low-calorie” spiced rum on the market due to its use of Truvia, a zero-calorie sweetner, instead of sugar.
“Nearly half of spiced rum drinkers are women,” said Lisa McCann, brand director for Malibu at Pernod Ricard USA. “But most spiced rum brands’ communication is directed to men.
“Malibu understands women and is actively talking to this increasingly important segment – 66% of Malibu shoppers are women. Malibu Island Spiced addresses the growing demand among adult women for cocktails that taste great and offer the perfect balance between sweetness and strength without packing on the calories.
“We are excited to enter the growing spiced segment and be first-to-market with a lower calorie (70kcal per serve) alternative. It’s a double win for Malibu.”
Malibu Island Spiced will be available in 1.75L, one-litre, 750ml, 375ml and 50ml bottle sizes, with an RRP of US$16.99 for 750ml. The packaging will be in line with Malibu’s new brand overhaul, announced yesterday, to appeal to a more contemporary, modern and “trendy” audience.
Its launch will be supported by an “aggressive” digital and social media marketing campaign alongside on- and off-trade activation.