Beverage Industry

Malibu Black

May 9, 2011


Pernod Ricard added two new varieties to its Malibu line of rum: Malibu Rum and Malibu Cranberry-Cherry. Malibu Black is a 70 proof spirit with a hint of the brand’s signature coconut flavor. The brand recommends mixing the rum with cola and is targeted to men 21 to 29 years old, it says. Malibu Black is available in 50-ml., 750-ml., 1-liter and 1.75-liter sizes. The 750-ml. bottle has a suggested retail price of $15.99. The brand also announced that Cranberry-Cherry was the winner of its Malibu U Choose consumer sweepstakes to pick the next Malibu flavor. Cranberry-Cherry received 62 percent of the vote and is available for $9.99 in 750-ml. bottles.

Pernod Ricard USA, Purchase, N.Y.
Telephone:
914/848-4041
Internet: www.malibu-rum.com
Distribution: National