Bars across the UK are set to celebrate National Piña Colada Day as part of a range of activities in the on-trade for Malibu coconut rum this summer.
After the success of the inaugural day of celebration for the classic rum cocktail in 2014, Pernod Ricard UK is doubling its campaign budget to support this year’s events on Friday July 10.
Up to 700 bars – more than twice the number of last year – are set to take part in National Piña Colada Day, supported by a website where consumers can find participating venues.
It will tie in with a bartender competition launching in May, called Pimp Your Colada, which will seek the best garnishes for a Piña Colada. More details will be released shortly.
Adam Boita, head of marketing at Pernod Ricard UK, said: “Cocktail culture can be quite serious but some bartenders want to have fun and relax, and Malibu is one of the brands that allows them to access that fun.”
Malibu’s UK brand ambassador Emily Sharp is touring bars, pubs and clubs to build excitement over the Piña Colada activity and other serves using the coconut rum.
As last year, it will link up with Funkin which offers a Piña Colada cocktail mix that can be combined with Malibu and ice as a quick and easy way to serve the cocktail.
It is part of a summer-long programme of activity for Malibu celebrating the “spirit of summer”, targeting men and women aged 18 to 24.
Malibu has also linked up with the Ibiza Rocks and Bestival festivals, running promotions until the end of August to win merchandise such as branded visors, sunglasses and bandanas, entering via an online hub.
Activity in the on-trade throughout the summer will be supported by branded coconut cups and pineapple-shaped drinking vessels and point-of-sale materials. The visors, sunglasses and bandanas will also be offered as gifts with purchase at 600 participating bars.
There will be a mobile-enabled website at Malibu.co.uk where consumers can enter their email address to receive digital vouchers that can be redeemed in pubs and bars.