Malibu enters wine territory with Rum Sparkler

Pernod Ricard is continuing to blur the boundaries between drinks categories with its latest innovation, Malibu Rum Sparkler.

Malibu Rum Sparkler is the latest spirit brand to emulate the wine category

The 11% abv sparkling blend of carbonated Malibu and coconut water is presented in a Champagne-style bottle with a cork stopper.

Aimed at American party-goers, Malibu Rum Sparkler is available in two flavours: Coconut and Peach, and marks a further cross-category innovation from the brand.

In February last year, the brand launched Malibu Island Spiced, Pernod Ricard’s first foray into the spiced rum category. The 30% abv blend of coconut liqueur, Caribbean rum and spices was heralded as the first “low-calorie” spiced rum on the market due to its use of Truvia, a sugar substitute.

It followed the launch of Malibu Red, a blend of the coconut rum and silver Tequila, in 2011.

Josh Hayes, senior brand manager for Malibu, said the latest innovation capitalised on several growing trends in the US market.

“With Rum Sparkler, we’re capitalizing on the growing demand and popularity of coconut water and giving consumers yet another reason to party with friends,” he said.

Malibu Rum Sparkler also joins the higher proof Malibu Black and Malibu RTD cans now available from the brand, which underwent a brand makeover in February 2013.

Already available at retailers across the US and Canada, Malibu Rum Sparkler will be supported by digital, social media and OOH activities, as well as off-premise sampling events.

It is available in 750ml bottles with an RRP of US$16.99.

The trend for spirit brands to tread into new spirit categories, as well as wine, has been burgeoning steadily over the past 12 months. For a more thorough overview of the hybrid spirits category, read The Spirits Business February issue, out soon.