Beverage Industry logo
search
cart
facebook twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
Beverage Industry logo
  • NEWS
    • R&D News
    • Supplier News
  • PRODUCTS
    • New Products
    • Reader's Choice Poll
  • CATEGORIES
    • Alternative Drinks
    • Beer
    • Bottled Water
    • Cannabis Beverages
    • Carbonated Soft Drinks
    • Energy Drinks & Shots
    • Juice & Juice Drinks
    • Plant-Based Beverages
    • Sports Drinks
    • Tea and Coffee
    • Wine & Spirits
  • R&D
    • Beverage R&D Features
    • Ingredient Spotlight
  • PACKAGING
    • New Packages
    • Packaging Equipment
    • Packaging Material
  • OPERATIONS
    • Distribution
    • Plant Focus
  • TOP LISTS
    • Beer Market Report
    • Executive of the Year
    • State of the Beverage Industry
    • Top 100 Beverage Companies
    • Truck Report
    • Wholesaler of the Year
  • MEDIA
    • eBook
    • Podcast
    • Polls
    • Videos
    • Webinars
  • DIRECTORIES
    • Annual Manual
    • Contract Packaging Guide
    • Take a Tour
  • MORE
    • Classifieds
    • Channel Strategies
    • eNewsletters
    • Events
      • Membrane Technology Forum
    • Interactive Product Spotlights
    • Market Insights
    • Sponsor Insights
    • Store
    • White Papers
  • EMAG
    • eMagazine
    • Archived Issues
    • Advertise
  • SIGN UP!
Beverage News

Malibu and Ne-Yo partner to launch new beverage

Beverage News graphic
November 1, 2011

Malibu and R&B singer, songwriter and actor Ne-Yo have formed a long-term partnership to unveil Malibu Red, which will launch in March 2012. Malibu Red is a 70-proof blend of Caribbean coconut rum and silver tequila packaged in a silver and red bottle.

As the creative force of Malibu Red, Ne-Yo has been working closely with the brand to create an experience that weaves a narrative around the smooth taste of Malibu fused together with the fiery taste of tequila, the company says. The story of Malibu Red will unfold through exclusive music, performances, video and digital conversations.

“From music to film and everything in between, Malibu and I have been working behind-the-scenes to create a rich experience for Malibu Red that allows me to naturally bring my story telling, acting, singing and dancing to the table,” Ne-Yo said in a statement. “Beginning with its smooth and fiery flavor fusion, through branded content, we will bring Malibu Red to life in a way that invites consumers to be creatively inspired by what is possible when you’re out with friends, ready for that night you’ll never forget.”

“Malibu Red is not just another celebrity-endorsed product,” said Ian Crystal, global marketing director for Malibu, in a statement. “Turning the term partnership on its head, Ne-Yo has really served as the creative director of Malibu Red from beginning to end, lending his ‘smooth’ talents and creative vision to create a product experience — from flavor to film — that will push boundaries in the spirits category.”

Malibu Red was designed to encourage year-round consumption of the Malibu brand and use on new occasions. The brand will be supported by one of the Malibu’s largest global marketing initiatives, featuring TV, print, online and out-of-home advertising, digital and exclusive multi-media content, public relations, events, on- and off-premise sampling, point-of-sale merchandise and more. Available on-premise and off-premise, Malibu Red will retail at a premium to Malibu; it is designated to take the Malibu drinking occasion into nightclubs and high-energy accounts, the company says.

Malibu and Ne-Yo completed a commercial shoot in Spain that will provide a variety of brand assets from videos and short films to behind-the-scenes images. The shoot charts Ne-Yo’s creative interpretation of the product and its development. To round out the entertainment element of the campaign, Malibu Red also will be sponsoring Ne-Yo’s concert tour in 2012.

Source: Beverage Industry
KEYWORDS: Malibu rum tequila

Share This Story

Looking for a reprint of this article?
From high-res PDFs to custom plaques, order your copy today!

Recommended Content

JOIN TODAY
to unlock your recommendations.

Already have an account? Sign In

  • top 100 beverage companies

    Top 100 Beverage Companies of 2024

    For the global beverage market, mergers and acquisitions...
    Wine & Spirits
  • Chocolate, Strawberry, Vanilla shakes

    Classic flavors provide reliable, consistent results for beverage-makers

    Classic flavors of chocolate, vanilla and strawberry...
    Ingredient Spotlight
    By: Chloe Alverson
  • Free Spirits Instant Bar Bundle

    Lifestyle trends drive growth for non-alcohol category

    As lifestyle trends continue to drive growth for the...
    Alternative Drinks
    By: Lauren Sabetta
Manage My Account
  • eNewsletters
  • Online Registration
  • Subscription Customer Service
  • eMagazine Subscription
  • Manage My Preferences

More Videos

Sponsored Content

Sponsored Content is a special paid section where industry companies provide high quality, objective, non-commercial content around topics of interest to the Beverage Industry audience. All Sponsored Content is supplied by the advertising company and any opinions expressed in this article are those of the author and not necessarily reflect the views of Beverage Industry or its parent company, BNP Media. Interested in participating in our Sponsored Content section? Contact your local rep!

close
  • Fourpeople toasting with cocktails made with low-sugar ingredients, celebrating healthier drink options.
    Sponsored byCargill

    What’s Hot in Sugar Reduction: Beverages

  • chocolate milk
    Sponsored byCargill

    Sweetening the Future for Dairy and Dairy-Alternative Beverages

  • woman pouring a drink
    Sponsored byFFP

    Building a Beverage System: Meeting Consumer Demand for Precision Wellness

Popular Stories

Celsius Fizz Free

CELSIUS launches new Fizz-Free flavors

PepsiCo.jpg

PepsiCo advances AI agenda

Narragansett Beer 1975 cans

Narragansett Beer celebrates 50 years of ‘Jaws’

Top 100 Beverage Companies of 2024

Events

April 16, 2025

2025 State of the Industry Series: Alcoholic Beverages

On Demand In Beverage Industry’s annual State of the Industry: The Alcohol Beverage Market, analysts at S&D Insights LLC delve into these trends and how they’re shaping the industry.

July 15, 2025

Understanding the Best Material Type for Your Conveyor Systems

Leveraging decades of beverage production expertise, join Regal Rexnord’s Jeremy Fryman, Beverage Industry Marketing Manager and Tom Eure, Senior Account Executive as they dive into the landscape of plastic conveyor belt materials on the market and how to select the proper material type by application.

View All Submit An Event

Poll

Retail Coffee Segment

What retail coffee segments will fare well into the next year?
View Results Poll Archive

Products

Milk and Dairy Foods Nutrition, Processing and Healthy Aging

Milk and Dairy Foods Nutrition, Processing and Healthy Aging

See More Products

Related Articles

  • TY KU Coconut Nigori

    TY KU, former Svedka Vodka CEO partner to launch Davos Brands

    See More
  • No Days Wasted Chase Claypool

    Chase Claypool, No Days Wasted partner with new supplement launch

    See More
  • BACARDI cocktail kits

    BACARDI Ltd., Cocktail Courier partner to launch cocktail kits

    See More

Related Products

See More Products
  • GlobalData_Consumer.jpg

    Beer Consumption (Volume and Growth) Forecast to 2021 - North America

See More Products

Related Directories

  • Beverage Intelligence Group

    Beverage Intelligence Group is a full-service, private label beverage development and commercialization company. We’re dedicated to reinventing and elevating private label beverages. We’re your complete private label partner. From concept to launch and beyond, we manage every step to bring your product vision to life.
×

Elevate your expertise in the beverage marketplace with unparalleled insights and connections.

Join thousands of beverage professionals today. Shouldn’t you know what they know?

JOIN NOW!
  • RESOURCES
    • Advertise
    • Contact Us
    • Directories
    • Store
    • Want More
  • SIGN UP TODAY
    • Create Account
    • eMagazine
    • eNewsletter
    • Customer Service
    • Manage Preferences
  • SERVICES
    • Marketing Services
    • Reprints
    • Market Research
    • List Rental
    • Survey/Respondent Access
  • STAY CONNECTED
    • LinkedIn
    • Facebook
    • YouTube
    • X (Twitter)
  • PRIVACY
    • PRIVACY POLICY
    • TERMS & CONDITIONS
    • DO NOT SELL MY PERSONAL INFORMATION
    • PRIVACY REQUEST
    • ACCESSIBILITY

Copyright ©2025. All Rights Reserved BNP Media.

Design, CMS, Hosting & Web Development :: ePublishing