Malibu blurs lines with new sparkling rum

29th January, 2014 by Lauren Eads

Pernod Ricard is branching into the world of wine after announcing its latest innovation – a sparkling Caribbean rum.

malibu rum sparklerThe Rum Sparkler will come in two varieties; one Infused with peach, the other coconut water, with the aim of capitalising on the growing popularity of coconut water in US.

It is hoped the 11% abv drink will achieve cross-category appeal, blurring the lines between the wine and spirits market.

Josh Hayes, senior brand manager for Malibu, said: “With Rum Sparkler, we’re capitalising on the growing demand and popularity of coconut water and giving consumers yet another reason to party with friends.”

The move follows recent innovations from the brand which have included a higher-proof Malibu Black, Tequila-spiked Malibu Red and pre-mixed Malibu Cans.

In February last year, the brand launched Malibu Island Spiced, Pernod Ricard’s first foray into the spiced rum category.

The 30% abv blend of coconut liqueur, Caribbean rum and spices was heralded as the first “low-calorie” spiced rum on the market due to its use of Truvia, a sugar substitute.

According to Impact Databank, Malibu rose 3.5% to 1.9 million cases in the U.S. in 2013.

Already available at retailers across the US and Canada, Malibu Rum Sparkler will be supported by digital, social media and OOH activities, as well as off-premise sampling events.

It is available in 750ml bottles with an RRP of US$16.99.

 

One Response to “Malibu blurs lines with new sparkling rum”

  1. Julie watson says:

    When is this sparkling malibu coming to the UK.

Leave a Reply

Your email address will not be published. Required fields are marked *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

Subscribe to our newsletters

Head of Sales

Bimber Distillery
London

Compliance Manager

Atom Supplies Limited
Tunbridge Well

Customer Services Team Leader

Speciality Drinks Ltd
London

ViVAS Wine - Category Development Manager

ViVAS
Harlow and Stowmarket or Salisbury, UK

Fine Wine Logistics Coordinator

IG Wines
London, GB

Brand Ambassador East Coast USA - Ableforth’s

Maverick Drinks
New York - field-based, USA

Brand Ambassador West Coast USA - Ableforth’s

Maverick Drinks
San Francisco / Los Angeles - field-based, USA

Global Travel Retail Manager

Maverick Drinks
London, UK

Portfolio Ambassador - Europe

Maverick Drinks
North West Europe - field-based, UK

Senior Partner Manager - Grocery

Maverick Drinks
London/Field Based, UK

Almaviva 2015 Vintage and Vertical Tasting

London,United Kingdom
28th Sep 2017

TFWA World Exhibition & Conference

Cannes,France
1st Oct 2017

Franciacorta London Festival

London,United Kingdom
2nd Oct 2017
Click to view more

Global Chardonnay Masters 2017

Deadline : 29th September 2017

The Global Riesling Masters 2017

Deadline : 29th September 2017

Click to view more

Champagne Masters 2017

The only Champagne blind tasting in the UK, the competition will reward the best wines in the following categories:

The Global Rosé Masters 2017

With wines from the palest of pink to almost ruby red, bone dry to almost cloyingly sweet, reductively handled to barrel-aged, as well as gently spritzy to fully sparkling.

Click to view more