Malibu champions Piña Colada in summer bar activity

Malibu vesselPernod Ricard UK is to champion the Piña Colada in bars as part of activities to promote Malibu coconut rum throughout the summer.

Working with leading cocktail consultants Soul Shakers, it has developed serves and unique vessels for the on-trade, including pineapple corers and real coconut shell cups.

It is based on research that found that 24% of non-Malibu consumers and 42% of Malibu consumers said they were more likely to buy Malibu if it was served in a unique sharing vessel.

The brand is also increasing visibility in-bar by providing 42% more Malibu trays, 62% more branded high ball glasses and 52% more pitchers.

Taking advantage of the growth of the shot category, Pernod Ricard has created a host of “shot-tails” for the coconut rum with names such as Mango a Coco and Coconut Hot Shot.

Between May and September, Malibu will embark on a “Spirit of Summer” tour involving 300 bars from Brighton to Blackpool. The tour offers licensees the chance to drive visibility by hosting a permanent menu listing with a selection of Malibu cocktails.

The brand will also support it with summer-themed point-of-sale and consumer gifts including Malibu sunglasses, hats and Frisbees. Further summer initiatives will be announced in the upcoming months.

The on-trade activity is part of a wider campaign aimed at its target audience of people aged 18 to 24 which also includes the off-trade.

Adam Boita, marketing controller at Pernod Ricard UK, said: “Summer isn’t summer without Malibu so we have ensured that all of our activity personifies the brand; that it’s creative, innovative, fun and stands out for our consumers.

“With off- and on-trade volumes of Malibu showing good growth year on year, we want to continue to drive momentum in the off-trade and relevancy in the on-trade by helping all of our customers maximise sales of Malibu during the key summer sales period.

“We’re also showcasing the mixability of the brand – cocktails are at the heart of our activity for both the on and off-trade.”

To support the activity, Malibu has teamed up with cocktail specialist Funkin, which produces its own Piña Colada mixer that allows bar staff to make the popular cocktail in just 10 seconds.

Combining Costa Rican pineapple and Indonesian coconut cream plus natural pectin, Funkin has created the first-ever homogenised 100% natural Piña Colada mixer, which results in a consistent, great-tasting product that doesn’t separate when mixed.

The Piña Colada is created by simply mixing the Funkin pack with Malibu, with the mix of coconut and pineapple flavours appealing to Malibu’s target audience.

Within the on-trade, Malibu and Funkin are working in partnership to develop co-branded kits which include glassware, pitchers and tent cards. Malibu and Funkin are also launching a co-branded 750ml Piña Colada pack in the off-trade.

Adam said: “Our collaboration with Funkin is the perfect brand fit and an exciting opportunity for Malibu to move one step closer to ‘owning’ the Piña Colada.”

Funkin sales director Simon Little added: “We are excited to be partnering with Malibu for our latest innovation, Funkin Piña Colada. Our mixer offers the ability to make an authentic-tasting Piña Colada with ease that won’t separate.

“Together with Malibu we are able to deliver the ultimate Piña Colada so consumers can now enjoy one of their favourite cocktails year round.”

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