Malibu is delivering a truly innovative experience to consumers this holiday season with Malibu Winter Limited Edition. Malibu Winter is an authentic blend of Caribbean rum with real coconut flakes suspended in the liquid which, when consumed, dissolve slowly in the mouth. It will be available at retail stores throughout the United States from October to December exclusively.
“Malibu Winter is a refreshing, one-of-a-kind holiday offering that combines the laid back spirit of summer with the crisp and frosty feel of winter,” said Sheila Senhouse, Brand Manager for Malibu, Pernod Ricard USA. “To develop the product, we utilized cutting edge technology that allows the real coconut flakes to remain floating in the liquid, much like snowflakes falling from the sky. The result is a truly special and delicious limited release Malibu product that is perfect for gift giving and provides our retail partners with a traffic-stopping opportunity to drive incremental sales of Malibu during the holiday season.”
Malibu Winter offers a smooth balance of rum and coconut flavor, similar to the original Malibu. “The difference: Malibu Winter contains real coconut flakes,” Senhouse added, “No other spirits brand offers real coconut flakes in their product, making Malibu Winter Limited Edition the ‘natural’ choice to bring a little summer to your holiday season. Malibu Winter will attract current and new consumers to the brand by offering a delicious and unique drinking experience during this non-traditional Malibu consumption season and by providing the perfect gift to present to friends and family.”
Malibu Winter Edition package design incorporates a clear, see-through window on the white bottle to showcase the coconut snowflakes floating in the liquid. The inside of the bottle is painted a bright blue mimicking a frosted winter wonderland with a striking visual of floating flakes to truly stand out on display. Malibu will engage consumers through aggressive digital and social media activation to support the release, as well as provide custom designed POS materials including pole toppers, case cards, window clings, bottle neckers and shelf talkers to drive store traffic and generate sales.
Senhouse concluded, “The delightful marriage of authentic Caribbean rum with real coconut flakes offers consumers the perfect tropical snowstorm and retailers a fresh, original way to boost their holiday sales.”
Malibu Winter Limited Edition is available in 750 mL bottles and will retail for a suggested price of $13.99.
