Bars prepare to party for National Piña Colada Day with Malibu


Malibu vessels

Bars are gearing up for the return of National Piña Colada Day in July – part of a packed programme of activities for Malibu coconut rum this summer.

Now in its third year, the celebration of the classic cocktail will be on Sunday July 10 although distributor Pernod Ricard is referring to it as a “Piña Colada weekender”.

Consumers will again be able to enjoy a free Malibu Piña Colada at over 800 participating bars, while the brand will be transforming phone boxes across the UK into giant Malibu pineapples.

It is part of an extensive marketing campaign for Malibu under the banner of #BecauseSummer, chiefly aimed at people aged 18 to 24. It includes mobile, experiential activities, out-of-home advertising and digital including Snapchat.

To support the on-trade throughout the summer, Malibu is offering outlets a suite of point-of-sale materials including menu solutions, branded real coconut cups, plastic pineapple drinking vessels and a new Malibu bucket for sharing.

A new e-commerce Malibu Rum Shop has also gone live at www.maliburumshop.com, offering the trade and consumers accessories for summer parties such as over-sized deckchairs, T-shirts, glasses, beach and picnic sets and party kits as well as coconut cups and pineapple vessels.

Malibu has teamed up with Made in Chelsea socialite Jamie Laing to instigate a nationwide YouGov petition to make every summer Friday into a “summer Fri-YAY!” The light-hearted campaign is supported online at www.malibusummerfridays.com.

The success of National Piña Colada Day also means that it is being celebrated by other bars outside of the Malibu activity. They include Patterns in Brighton which is planning a major party on July 10 that will see the venue transformed for the whole day, including turning its terrace into a pineapple-strewn “tropical haven”.

As well as adding “bottomless” Piña Coladas (made with Koko Kanu coconut rum) to its brunch offering, Patterns is running a themed “best dressed” competition as well as a “Piña Colada Love Match” promotion helping two single people to get together via @patternsbtn on Instagram with the hashtag #doyoulikepinacoladas.

Its resident hot dog restaurant The Dog Haus will offer a limited-edition Pina Coladog – a pork dog topped with a zingy barbecued salsa, made with pineapple, peppers, coriander and red onion, plus chilli jam and a coriander and mint yoghurt.

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