UK launch for Malibu and tequila spirit

Pernod Ricard UK is to introduce a new fusion of Caribbean Malibu rum and Olmeca tequila in the UK in the run-up to the Christmas season.

Malibu Red has been developed by “sensory experts” and bartenders to balance the characteristically light, refreshing and smooth coconut taste of Malibu with the rich characteristics of premium tequila, with a fiery finish.

It is to be promoted as a highly mixable and versatile spirit including a number of long drinks and cocktails. Signature serves include mixing Malibu Red with lemonade and a lime wedge or making a Malibu Red Margarita, adding just lime juice and agave syrup to the spirit.

Pernod Ricard UK said it was being launched in both the on-trade and off-trade to tap into “the growing appeal of mixable specialty spirits suited to higher-tempo social occasions”.

Malibu Red’s launch will be supported by a marketing campaign to build awareness and engagement with consumers and the trade, including new advertising under the banner of “Taste the Smooth, Feel the Fire”.

On-trade support will include point-of-sale kits containing bar runners, glassware, table talkers and ice buckets.

The launch is being spearheaded by R&B singer-songwriter, producer, dancer and newly appointed Malibu Red creative director Ne-Yo, who will play a key role in Malibu Red’s marketing campaign.

Ne-Yo has produced an exclusive track, Burning Up, to bring the new Malibu and Olmeca spirit to life for UK consumers. The artist will also appear on the brand’s UK advertising, and fans can download the track by visiting the Malibu UK Facebook page. In addition, the brand is set to unveil details of guest appearances from Ne-Yo and exclusive content in the near future.

Patrick Venning, marketing director at Pernod Ricard UK, said: “Malibu Red brings something totally new and unique to the mixable spirits category. With sociable occasions in growth amongst Malibu’s target audience of 18- to 34-year-olds, this group will enjoy the unique taste of Malibu Red as a long mixable drink when enjoying great nights out and catching up with friends. The association with Ne-Yo is sure to bring this exciting innovation alive for our consumers.”

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