The Malibutique pop-up beauty salon and cocktail bar has retuned after its success last year, visiting Liverpool, London, Birmingham and Manchester. Linking with Nails Inc and Toni & Guy, it features cocktail-making classes.
It links into activities in the on-trade including a national partnership with Slug and Lettuce bars that features promotions such as a free gift with a Mali-Colada combining Malibu, pineapple juice and orange juice.
Pernod Ricard UK is supporting the activity through the brand’s Facebook page which is offering exclusive content, cocktail recipes and promotions.
Its wine brand Jacob’s Creek is continuing its partnership with the All England Club as the official wine of Wimbledon for the third year, including promotions to win tickets to the tennis championship.
In the on-trade, people can enter a competition to win tickets or mini iPads by buying a glass of Jacob’s Creek Shiraz or Chardonnay and uploading a picture of themselves drinking it to Instagram or Twitter.
Patrick Venning, marketing director at Pernod Ricard UK, said: “We will be driving engagement and investment across our entire wines and spirits portfolio but Malibu and Jacob’s Creek will account for the lion’s share because of their natural affinity with summer.”