NPD AND MEDIA
PICKS OF THE WEEK – MALIBU TO GET YOUR PRODUCT LISTED PLEASE CONTACT RAITKEN@55NORTH.COM
YOU’RE TWISTING MY WATERMELON, MAN Nothing says summer quite like Malibu – except perhaps two new watermelon variants of the popular brand. Malibu is launching two new products offering a slice of summer to the brand’s 18-24 year-old target consumers. Malibu Watermelon and a new Malibu Watermelon Lemonade RTD tap into the increased demand for watermelon flavour alcoholic drinks, which has grown by 63% YoY [Mintel].
MALIBU WATERMELON Malibu’s latest tropical thirst quencher brings together Caribbean rum blended with the ripe, juicy and refreshing taste of Watermelon and a smooth and fruity finish. Simply add lemonade for chilled moments with friends or stir things up with a Malibu Watermelon Mojito. Available in a 70cl bottle with a 21% ABV, Malibu Watermelon has an RSP of £15.
MALIBU WATERMELON LEMONADE
and with flavoured spirits on the rise, the brand’s latest innovations are sure to be a sizzling hit.
Refreshing taste is easier to access than ever
We’re delighted to be extending our current can
thanks to the launch of Malibu Watermelon’s
offering at a time when the RTD market is booming,
hero serve in a ready-to-drink format. Malibu
and Malibu’s RTD range has gone from strength
Watermelon Lemonade is a sparkling blend of
to strength over the last three years, helping to
Caribbean rum and watermelon, with lemon and
recruit younger shoppers into the brand. These
lime flavours for a burst of citrus sweetness.
two new additions to the Malibu family are primed
The pre-mixed drinks category is growing
to take this summer over by clearly answering
+26.8% YOY and the Malibu can range is grow-
consumer needs for great tasting drinks, suitable
ing +50.2%, over double the rate of the pre-mixed
for all daytime occasions.”
drinks can category (19.2%)[Nielsen, Mar 2021].
Malibu Watermelon Lemonade 250ml can is
Malibu Watermelon Lemonade 250ml cans have
available now in Tesco and Morrison’s, and Malibu
an ABV of 5% and an RSP of £1.80.
Watermelon 70cl is available in Tesco and Asda.
Chris Shead, Channel Director at Pernod Ricard UK, said: “Malibu is a true icon of summer
26 I SLRMAG.CO.UK / ISSUE 59 / WEDNESDAY 9TH JUNE 2021
Both SKUs are also available from wholesalers including Bestway, Booker and United.
