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Malibu debuts Peach liqueur and RTD

Pernod Ricard-owned Malibu has introduced a peach-flavoured rum-based liqueur in two iterations: a 750ml bottle and a ready-to-drink (RTD) canned cocktail.

Malibu Peach
The launch of the Peach Rum liqueur aligns with the brand’s recent campaign ‘do whatever tastes good’

Boasting the flavour of ‘juicy, ripe yellow peaches’, the liquid is available at an ABV of 21% in a bottle, for RRP US$14.99, or as a canned Rum Punch Cocktail with an ABV of 7%.

The canned format is made using Malibu Peach Rum, and retails for RRP US$12.99 for a four-pack.

The launch follows the brand’s campaign which was rolled out to the UK in July 2022, spearheading Malibu’s global refresh, with the tagline ‘do whatever tastes good’.

The products are available to buy from US alcohol e-commerce platforms Drizly and Instacart.

The Pernod Ricard-owned brand was awarded the title of Liqueurs Brand Champion 2022 in June last year, recognised for its boost of 11.1% to 4.9 million cases in 2021, adding 1m cases since the pre-pandemic year of 2019.

In June 2021, Malibu rolled out a watermelon-flavoured bottling, followed by the brand’s first entry into the RTD sector with a canned range of rum-based cocktails in October.

Malibu’s RTD line includes Piña Colada and Strawberry Daiquiri.

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