Malibu blurs lines with new sparkling rum29th January, 2014 by Lauren Eads
Pernod Ricard is branching into the world of wine after announcing its latest innovation – a sparkling Caribbean rum.
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.