Malibu drives RTD demand with trio of new Punch variants
RUM liqueur brand Malibu has doubled down on the RTD market with the launch of its new Malibu Punch range.
Aiming to tap into the demand for high-abv drinks across the RTD category, parent firm Pernod Ricard has introduced the new 10% ABV canned cocktail range in a range of tropical-inspired flavours.
The new trio comes in Watermelon Punch and Peach Tea Punch, both of which are sparkling drinks, with the still Piña Colada Punch rounding out the range. Each variant comes in a 237ml canned format with an RRP of £3.50.
The Watermelon Punch delivers a refreshing, sparkling blend of juicy watermelon that is balanced with citrus notes of lemon and lime. Meanwhile, Peach Tea Punch delivers a combination of peaches with black tea for a more refreshing and crisp RTD, while Piña Colada Punch brings a smooth creamy coconut and sweet caramelised pineapple flavour.
The new drinks have been created to match demand for higher-energy social occasions including pre-drinks and house parties, to more spontaneous get-togethers throughout the festive calendar.
Launching first in the UK before it rolls out to the US and Canada, the new Malibu Punch range will also be supported by the ongoing ‘Do Whatever Tastes Good’ campaign platform with activity to drive awareness for the new range and help recruit more adult consumers to the brand.
Liam Murphy, marketing director at Pernod Ricard UK, said: “Malibu is already a ready-to-drink super brand in the UK having helped to establish the category more than a decade ago. The onus is on us to innovate and deliver against evolving consumer trends.
“Malibu Punch is a bold 10% ABV proposition created specifically for pre-drinks, parties and spontaneous get-togethers. With three distinctive flavours and significant investment behind the launch, we believe Malibu Punch can recruit a new generation of adult consumers, build on Malibu’s distinct credentials and bring further excitement and value to the fast-growing RTD category.”
