MALIBU ADDS NEW RTD STRAWBERRY KIWI CANS

Malibu®, the number one selling Caribbean Rum with coconut liqueur, announces the introduction of Malibu Strawberry Kiwi Cans as the newest addition to its popular ready-to-drink portfolio beginning this February. The pre-mixed cocktail that combines the juicy flavors of ripe strawberry and kiwi with a hint of Malibu Coconut, will be available in convenient, single serve cans perfect for outdoor and on-the-go occasions throughout the spring and summer seasons. Malibu Strawberry Kiwi Cans join Malibu’s current line of flavors: Malibu Fizzy Pink Lemonade, Malibu and Pineapple and Malibu Island Spiced & Club Soda.

“Malibu Cans are the perfect drink choice for outdoor barbecues, beach days and poolside parties, providing consumers with delicious refreshing flavors in the convenient, grab-and-go packaging that they seek,” said Jennifer Gordon, Brand Director, Malibu Rum.

To increase engagement and drive consumers in-store, Malibu will support the launch with digital media promotions, sampling events and public relations outreach, including full integration into all Malibu social media platforms. At retail, engaging POS including shelf cards, cold box clings, single serve bins, can racks and dump bins will encourage trial and purchase. Off-premise sampling in key markets will drive trial and awareness of the Malibu Cans portfolio.

Gordon continued, “Malibu Cans have been incredibly popular within the single-serve cocktail category.  Increasing our cans portfolio will provide additional opportunity for trial and allow retailers the opportunity to capitalize on the rapidly growing ready-to-drink segment. ”

Malibu ready-to-drink cocktails are available in 200 ml cans with a suggested retail price of $9.99 for a 4-pack or $2.50 for a single can.