Malibu is launching two new products that are sure to capture the imaginations of the brand’s 18-24-year-old consumer this summer, by tapping into the current Millennial Pink trend sweeping across fashion, food and drink. The increased demand for pink products has driven double digit growth for the beer, wine and spirits category in both the on and off trade, with one in three pink shoppers not buying any other type of spirit[1].
Malibu Strawberry Spritz
Malibu Strawberry Spritz is a sparkling rum-based cocktail bursting with the taste of strawberry and a drop of coconut and is the brand’s first ever ready-to-drink product in a 750ml bottle format. Malibu’s latest tropical thirst quencher is full of flavour and ideal for sharing with friends during the warmer months. Simply pop the top, pour over ice and enjoy.
There has been a 450% increase in pink gin prosecco cocktails, with one in five Malibu shoppers buying pink products[2]. The brand is looking to drive this growth further by capitalising on the recent surge in demand. 42% of pink spirit shoppers purchase prosecco and 35% of those purchasing both products are Malibu’s millennial audience[3].
Malibu Strawberry Spritz’s eye-catching packaging is summery and tropical, perfect for a BBQ or girls night in. Available in a 750ml bottle with an 11% ABV, its RRP is £9.50.
Introducing Malibu Fizzy Pink Lemonade
The newest addition to the Malibu can family, Malibu Fizzy Pink Lemonade is a sparkling blend of fizzy pink lemonade and coconut. A well balanced fruity blend with a slight sweetness and the distinctive character of Malibu Caribbean rum.
The pre-mixed drinks category is growing +18.8% YOY and is worth £295m as a category[4]. Fizzy serves have increased in popularity by 29% over the last year, with ‘fruity’ and ‘fizzy’ two of the top five cocktail ‘wants’ in summer months[5]. The Malibu Fizzy Pink Lemonade can is perfectly poised to fill this market need, tapping into at home consumption and alfresco moments.
Philip Ainsworth, Marketing Director for Pernod Ricard UK, says: “The power of pink continues to influence alcoholic drinks innovation, crossing category, generational and gender boundaries. Summer is a key time for the Malibu brand as its target consumer looks for Instagrammable, sweet, yet refreshing drinks to enjoy during social occasions. Malibu Strawberry Spritz provides an additional element of theatre as it can be popped like a bottle of prosecco yet enjoyed and garnished like a pink gin and tonic. We’re delighted to also be extending our current can offering at a time when the ready-to-drink can market is booming; cans contribute to 60% of sales volume to the pre-mixed drinks category and are the only format in growth at +7.8%[6].”
Malibu Fizzy Pink Lemonade 250ml cans have an ABV of 5% and an RRP of £1.80. Both Malibu Strawberry Spritz and Malibu Fizzy Pink Lemonade are available exclusively in Tesco from 20th May 2019.
[1] Dunhumby 52 Weeks MAT to 30/09/2018
[2] Google Trends searching Pink Cocktails 52 weeks’ worth of Data to 08/10/2018
[3] Dunhumby Sales report 52 weeks MAT to 09/09/2018 vs YA
[4] Nielsen Premixed Drinks Total Coverage WE 23.03.19
[5] CGA Mixed Drinks Report April 2018
[6] Nielsen Premixed Drinks Total Coverage WE 23.03.19
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