Package design, marketing and price point for Malibu rum were all designed with a relaxed, casual summertime occasion in mind. However, a plethora of occasions and consumer types opened the Purchase, N.Y.-based Pernod Ricard brand’s eyes to new opportunities. By diversifying its portfolio, Malibu aims to appeal to more consumers more often throughout the year.
To provide consumers with a convenience offering, the brand launched Malibu Cocktails in 2009. Made with Malibu rum, the cocktails are packaged in a flexible pouch with a spout that enables consumers to take pre-mixed Caribbean Cosmo, Rum Punch and Tropical Mojito varieties on-the-go.