Malibu undergoes “trendy” revamp

Pernod Ricard has contemporised its Caribbean coconut-flavoured rum Malibu with a new, modern bottle redesign.

Malibu’s new bottle design has higher shoulders, a curvier shape and a clear window around the bottom

According to Anna Kamjou, global director of design strategy at The Absolut Company, the design has “refined everything – the logo, symbol and the typography – and the bottle shape itself”.

Sporting a sleeker, slightly curved bottle shape, the new-look Malibu also features a new clear window around the bottom, revealing the clear spirit within.

Its renovation is designed to maximise shelf-appeal and evoke the “free and easy spirit of Malibu. According to Pernod Ricard, consumers given a sneak peek of the bottle describe it as “more fun, energetic, trendy and contemporary”.

“The new bottle is more slender with high shoulders, giving it a distinctive, modern feel that appeals to everyone – and emphasises the unique Malibu character,” added Kamjou. “It brings to life the energy and warmth of the Caribbean, in a highly contemporary way.”

The new bottle will begin shipping in early 2013.