Younger drinkers demand more fruit
MALIBU has launched two new drinks aimed at the 18 to 24 age group.
Malibu Watermelon and Malibu Watermelon Lemonade are designed to tap into the increased demand for watermelon flavour alcoholic drinks which, referring to Mintel research, Malibu said has grown by 63% in the last year.
Chris Shead, channel director at brand owner Pernod Ricard UK, said: “Malibu is a true icon of summer and with flavoured spirits on the rise, the brand’s latest innovations are sure to be a sizzling hit.
“We’re delighted to be extending our current can offering at a time when the ready-to-drink market is booming, and Malibu’s RTD range has gone from strength to strength over the last three years, helping to recruit younger shoppers into the brand.
“These two new additions to the Malibu family are primed to take this summer over by clearly answering consumer needs for great tasting drinks, suitable for all daytime occasions.”
Malibu Watermelon brings together Caribbean rum, blended with the taste of Watermelon and a smooth and fruity finish.
It is available in a 70cl bottle with a 21% ABV and an RRP of £15.
Malibu Watermelon Lemonade is sold in 250ml cans with an ABV of 5% and an RRP of £1.80.