Malibu Red: Rum and tequila fusion hits UK on-trade

By Luke Nicholls

- Last updated on GMT

Related tags: Pernod ricard

Malibu Red will be rolled out to the UK on and off-trade over the coming month
Malibu Red will be rolled out to the UK on and off-trade over the coming month
Pernod Ricard has introduced Malibu Red, a fusion of Caribbean Malibu rum and Mexican Olmeca Tequila, to the UK on-trade ahead of the run-up to the festive season.

Product details:

The 29.9% abv coconut rum-tequila is designed to combine the characteristically light and smooth coconut taste of Malibu with the rich, fiery flavours of premium tequila. Pernod Ricard suggests mixing the spirit with lemonade, or using in a classic Margarita. For a list of possible cocktail creations using Malibu Red, click here.

The brand hopes to tap into the growing appeal of mixable specialty spirits suited to higher-tempo social occasions, and the launch is being spearheaded by R&B singer-songwriter and newly appointed Malibu Red creative director Ne-Yo, who will play a key role in its marketing campaign through the release of exclusive downloadable track, Burning Up, and will appear on the brand's UK advertising.

USP:

Developed by sensory experts and bartenders, Malibu Red has zero competition in the Malibu/tequila/coconut space.

Price:

RRP of £16.99

Availability:

Malibu Red, which is already available in the US, will be rolled out into the UK on and off-trade over the coming month. Further markets for the spirit are expected to be announced in due course.

Why you should buy it:

Patrick Venning, marketing director at Pernod Ricard UK, said: "Malibu Red brings something totally new and unique to the mixable spirits category. With sociable occasions in growth among Malibu's target audience of 18-34 year olds, this group will enjoy the unique taste of Malibu Red as a long mixable drink when enjoying great nights out and catching up with friends. The association with Ne-Yo is sure to bring this exciting innovation alive for consumers."

Related topics: New Products, Alcohol, Beverages

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