IN a first for the brand, coconut-flavoured, rum-based drink Malibu has released a Christmas gift pack. The white pack includes snowflake cutouts designed to give a glimpse of the new-look 70cl bottle inside.
“We always keep our consumers at the heart of our brand and wanted their opinion on what they would like to see from Malibu next,” explained Belinda Sanderson. marketing manager for Pernod Ricard UK.
Via research groups and the brand’s Facebook community, Sanderson discovered an unmet demand for a new pack.
“Malibu consumers told us that they would love to give Malibu as a gift to their friends and family and so we set about developing a special gift pack that would drive appeal and sales of Malibu during the key Christmas period.”
The gift pack also includes two festive cocktail recipes: Mali-Bellini and the hot Mali-Coco.
“The inclusion of cocktail recipes reflects the growing trend of consumers looking to recreate their on-trade cocktail drinking experiences at home,” said Sanderson.
“Our festive Malibu cocktails are simple and easy to follow and give our consumers inspiration around different drinking occasions.”