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Malibu and Oatly create Piña Oatlada

Pernod Ricard-owned Malibu has collaborated with Oatly to launch a dairy-free Piña Colada-flavoured soft serve ice cream.

Malibu x Oatly soft serve
Malibu and Oatly have created the Piña Oatlada soft serve, which comes in a ‘one-of-a-kind’ cone

Rum liqueur brand Malibu and Swedish oat milk maker Oatly have launched the vegan-friendly frozen dessert Piña Oatlada, made with oats and carrying an ABV of 1.5%.

The soft serve has been created to target Gen Z drinkers who are seeking lower-alcohol alternatives (NCSolutions data) and plant-based options (according to the Food for Thought report).

Craig van Niekerk, vice-president of marketing at Malibu, said: “We’re so excited to be launching the new Piña Oatlada soft serve. As a brand, Malibu has always been about bringing out the spirit of summer and enabling good times – something our research has shown we’re all in serious need of right now.

“Our delicious new Piña Oatlada combines two great-tasting brands to create the ultimate taste of the season; it’s the perfect way to unplug and enjoy the summer.”

To kick off the collaboration, Malibu and Oatly will open the Paradise Arches pop-up in London’s Shoreditch.

From Friday 12 July to Friday 2 August, guests will have the opportunity to taste Malibu and Oatly-inspired cocktails, light bites and a complimentary Piña Oatlada served in a cocktail-glass-shaped waffle cone, created for the collaboration.

The pop-up will also offer ticketed events including DJ sets, drag bingo, brunch parties, fitness classes and cabaret shows.

Paradise Arches is the first in a series of activations across Europe to celebrate the partnership.

The Piña Oatlada soft serve will also be available in select bars across the UK, before heading to festivals such as All Points East in London this August, the VIP bar at Way Out West in Sweden (8-10 August), and Superbloom in Germany (7-8 September).

Martin Ringqvist, executive creative director for Oatly, added: “If you think adulting is hard, try getting a soft serve campaign approved by two sets of lawyers. We’re always searching for new and unexpected ways for people to experience our brand and Malibu is a perfect partner to launch our glorious oats into the nightlife scene.”

Malibu is the second-biggest-selling liqueur brand in the world, according to The Brand Champions 2024 report.

The brand also launched a collaborative marketing campaign with the new Mean Girls film earlier this year.

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