Malibu has launched Malibu Pineapple – a blend of tropical pineapple with coconut rum – and is rolling it out to stores this month.
“Over 50 new flavoured brands have launched into the category over the last year, achieving £11m sales,” explains Jo Alexander, marketing manager at Pernod Ricard UK. “But only six of them account for three quarters of total sales, so it can be quite confusing knowing which brands and flavours to focus on. We would advise retailers to focus on the big brands that drive value and to stock a good range of the on-trend flavours that consumers seek.
“We know that Pineapple is a hot flavour right now. Our pre-mixed Malibu Pineapple can is living proof – it has generated double digit value and volume growth in the last year, at 23% and 24% respectively. What’s more, our loyal fans have told us that they’d welcome the introduction of Malibu Pineapple.
“Malibu is synonymous with pineapple, which explains why it is one of the most popular mixers bought and consumed with Malibu Original and in a Piña Colada. Malibu Pineapple offers the great flavour combination right out of the bottle, enjoyed with lemonade, orangeade or even an ice cream float. To drive awareness and inspire shoppers, we’ll be introducing a digital and out of home summer media campaign and striking on-pack activations.”
Malibu Pineapple will be available in a 70cl bottle and has an MRSP of £14.99. To drive stand-out in depot, the outer case features a collage of the pineapple skin effect that appears on the bottle neck, along with a bottle shot. Cases include six bottles of Malibu Pineapple with a recipe neck collar applied to each bottle.