Malibu harnesses ‘power of pink’ with new RTDs
Pernod Ricard UK is capitalising on the ‘millennial pink’ trend with the launch of two new ready-to-drink Malibu products: Malibu Strawberry Spritz and Malibu Fizzy Pink Lemonade.
Targeting 18-24-year-old drinkers, the new products exclusively launched in Tesco stores in the UK on 20 May.
Malibu Strawberry Spritz is a sparkling rum-based cocktail with flavours of strawberry and coconut. Presented in a 750ml bottle format, the drink targets sharing occasions and aims to benefit from a surge in demand for pink gin and Prosecco cocktails.
Malibu Fizzy Pink Lemonade is a canned RTD that contains flavours of sparkling pink lemonade and coconut. It joins the fast-growing pre-mixed drinks category, which has increased 18.8% year-on-year and is worth £295 million (US$374m) in the UK, according to Nielsen.
“The power of pink continues to influence alcoholic drinks innovation, crossing category, generational and gender boundaries,” said Philip Ainsworth, marketing director for Pernod Ricard UK.
“Summer is a key time for the Malibu brand as its target consumer looks for Instagrammable, sweet, yet refreshing drinks to enjoy during social occasions.
“Malibu Strawberry Spritz provides an additional element of theatre as it can be popped like a bottle of Prosecco yet enjoyed and garnished like a pink gin and tonic.
“We’re delighted to also be extending our current can offering at a time when the ready-to-drink can market is booming; cans contribute to 60% of sales volume to the pre-mixed drinks category and are the only format in growth at +7.8% [Nielsen].”
Malibu Strawberry Spritz has an ABV of 11% and price of £9.50 (US$12), while Malibu Pink Fizzy Lemonade is bottled at 5% ABV with an RRP of £1.80 (US$2.30).