The limited-edition contains the brand’s No.1 coconut rum[1] dressed up in Christmas sparkles, making it the perfect gift or centerpiece for festive social gatherings
Malibu is celebrating Christmas in style with a glittering limited-edition design on its Malibu Original bottle, which captures the seasonal spirit through fun twists on the brand’s traditional summer cues. The pack also features a festive sparkling cocktail, Malibu Fizz, to provide inspiration for hosting a truly Instagrammable Christmas party.
Grocery spirits performance is driven by key calendar events, with Christmas by far the biggest occasion. Spirit sales grew 6% last year versus the previous year[2] with the same trend expected to continue as Premium continues to drive growth.
Toni Ingram, Head of Marketing for Pernod Ricard UK, comments: “Our goal with Malibu is to be the preferred spirits brand for sociable occasions and there is no time more social than Christmas. Consumers are looking for inspiration to treat friends and family to a picture-perfect Christmas. The glittery design delivers on this, creating stand out on shelf during such a busy trading period for Spirits, encouraging important impulse purchases.”
Malibu Glitter is available exclusively in Tesco and Asda with an RRP £15.
[1] Nielsen Specialities, Total Coverage, Period Ending: WE 16.06.18
[2] Nielsen Grocery Multiples Average Weekly Value Sales to 29.09.18
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