Malibu introduces Pineapple Upside Down Cake

Pernod Ricard-owned rum Malibu has expanded its Malibu Sensations portfolio with the launch of a new Pineapple Upside Down Cake flavour variant.

Malibu suggest serving the expression in shots, mixed with fruit juices or blended with ice cream

Jennifer Gordon, brand director for Malibu, said: “We’re continuing to see that consumers enjoy drinking confectionary, indulgent-flavoured liqueurs as a way to discover new taste sensations that elevate their social experiences and fuel their fun.

“Malibu Pineapple Upside Down Cake is a distinct and delicious solution to help them do just that.”

To drive awareness of the new flavour, Malibu will drive digital media, public relations activations and its social media platforms, and install point of sale materials and in-store sampling at select retail outlets throughout the US.

Gordon added:”There is a large and growing audience for this distinctive product, providing retailers with the unique opportunity to capitalise on these growing trends.”

The brand suggest serving the new expression in shots, mixed with fruit juices or blended with ice cream.

Malibu Pineapple Upside Down Cake is bottled at 21% abv, and will be made available across the US at the RRP of US$14.99 for 750ml.

Last year, Pernod Ricard CEO Alexandre Ricard blamed “too many” flavoured innovations in recent years for the sales decline of Malibu coconut-flavoured rum.