Bars, pubs and restaurants will be offering a free winter serve with Malibu in a promotional campaign for Malibu coconut rum.
Once it is live, consumers will visit malibuhotchoc.co.uk to obtain a digital voucher that allows them to claim a free Malibu Hot Choc drink, combining the rum with hot chocolate and whipped cream.
The promotion is being run by Pernod Ricard UK in England and Wales at over 180 bars, pubs and restaurants, including Las Iguanas and Nicholson’s, during the four Saturdays before Christmas. The vouchers can be used between midday and 6pm.
Licensees can support the promotion in-bar with point-of-sale kits containing tent cards and drip mats. They can also twist the serve with their own garnishes such as mini marshmallows, chocolate sprinkles, desiccated coconut, edible glitter or mini Bounty bars.
Joanna Alexander, marketing manager at Pernod Ricard UK, said: “Christmas is the time when consumers are most willing to try something new. Eighty-seven per cent of consumers are also very likely to treat themselves to a small indulgence over this period so a free Malibu Hot Choc is the perfect way to drive trial of our tasty hot cocktail and diversify menus at this important time of year.”
Last year, Las Iguanas ran a similar promotion exclusively. The restaurant and bar group’s bar development manager Luke Neale said: “The free Malibu Hot Choc promotion was very successful for us. We had over 3,000 searches from consumers for their closest Las Iguanas and 500 voucher redemptions in our bars. The numbers speak for themselves and we can’t wait for the promotion to begin again this year.”
The campaign builds on the success of National Piña Colada Day this summer when Malibu supported bars across the UK with a Piña Colada giveaway.
Malibu Hot Choc
Mix the Malibu into a mug of ready-made hot chocolate and top with whipped cream and a garnish of your choice. Suggestions for garnishes include mini marshmallows, chocolate sprinkles, desiccated coconut, edible glitter or mini Bounty bars (pictured).