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Malfy Gin moves into RTDs

Pernod Ricard-owned Italian brand Malfy has entered the ready-to-drink (RTD) category with the release of two bottled gin and tonics.

Malfy Gin & Tonica range
The Malfy RTD range combines the brand’s Limone and Rosa expressions with tonic water

The new range comprises of two variants: Malfy Con Limone Gin & Tonica and Malfy Rosa Gin & Tonica.

The former offers Malfy Con Limone’s zesty lemon taste with a hint of sweet limoncello and natural mint flavours, while the latter provides grapefruit notes on the palate with a hint of rosemary.

The RTDs come in glass bottles with an ABV of 7%.

Toni Ingram, global brand director, said: “As consumer demand for convenience continues, we are delighted to be launching a stylish and delicious super-premium ready-to-drink option for those looking for a sophisticated drinking experience without the effort.

“Malfy Gin & Tonica’s easy and convenient format delivers the high-quality drinking experience our consumers are looking for and provides a stylish solution for restaurants, bars and hotels, as well as hosting at home.”

According to IWSR 2020 figures cited by Pernod Ricard, the RTD category is growing by 26.4% and is forecast to deliver double-digit growth until 2025.

Furthermore, the company said Malfy is leading the super-premium gin segment with growth up by 74%, making it one of the category’s fastest-growing brands globally.

Pernod said the gin’s growth is supported by its presence in more than 60 markets across the world, with a particularly strong performance in the brand’s home country of Italy (up by 403%).

Following a ‘successful’ pilot test in Australia and New Zealand, the RTD range will launch in Austria from May 2022 before rolling out in other key markets from spring 2023. It is available to buy individually or in a pack of four.

In June 2019, Pernod Ricard completed its acquisition of super-premium Italian gin Malfy, with the brand joining the company’s Gin Hub portfolio.

The Gin Hub’s managing director said that in the two years since Pernod acquired Malfy, the brand’s sales have more than doubled.

Malfy helped boost Pernod’s ‘speciality brands’ unit, which saw sales rise by 28% in the company’s third quarter of fiscal 2022.

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