Malibu creates watermelon-flavoured rum liqueurBy Nicola Carruthers
Pernod Ricard-owned Malibu rum liqueur has released a watermelon-flavoured expression.
Pernod Ricard said the watermelon craze has risen in popularity, growing by 40% year over year, according to Nielsen data.
Bottled at 21% ABV, Malibu Watermelon is made with watermelon and Caribbean rum.
The expression is said to be ‘easy to mix’ and is recommended for outdoor occasions such as a barbecue. It can be consumed mixed with soda water and garnished with watermelon, or used as the base for a Mojito.
Malibu Watermelon is available across the US, priced at US$19.99 per 750ml and US$25.99 per 1.75l bottle.
The watermelon variant joins the Malibu range, which includes Original, Pineapple and Strawberry.
Malibu reported a strong performance in 2019, with sales up by 5.5% to 3.9 million nine-litre cases, according to Brand Champions 2020 data.
In the last six months of 2020, Malibu’s organic sales grew 26%.
Last week, Pernod Ricard unveiled a watermelon-flavoured Absolut vodka to tap into the demand for watermelon-flavoured alcoholic beverages.