Malibu launches canned cocktailsBy Alice Brooker
Pernod Ricard-owned Malibu has entered the ready-to-drink category with a canned range of rum-based cocktails.
The Malibu Cocktails in a Can range is available in two flavours: Piña Colada and Strawberry Daiquiri.
Reshma Dhati, brand director of marketing, Malibu, Pernod Ricard USA, said: “We’re offering our consumers even more options within the growing ready-to-drink category, especially as they continue to meet with friends on the go, as well as outdoors, and are looking to bring their favourite cocktails along with them.
“As the weather cools down, the new Malibu Cocktails in a Can let people sip in that sweet summer vibe (and our classic Caribbean rum) season to season, now in convenient ready-to-enjoy form.”
The Piña Colada expression features flavours of juicy pineapple balanced with sweet coconut notes and the brand’s signature Caribbean rum.
Meanwhile, the Strawberry Daiquiri presents the taste of strawberries matched with a subtle lime flavour and mixed with rum.
Malibu has launched the 350ml cans in a four-pack iteration, which is available to buy for RRP US$14. Both cocktails clock in at 7% ABV, and are are available for purchase through Reserve Bar and in local markets throughout the US.
Earlier this year, the brand launched a watermelon-flavoured rum liqueur.
Earlier this year, IWSR Drinks Market Analysis predicted RTDs would become second biggest alcohol category in US.