Malibu launches Malibu Strawberry Kiwi Cans
Launch supported by digital, in-store promotions
Malibu, a brand of Purchase, N.Y.-based Pernod Ricard, announced the introduction of Malibu Strawberry Kiwi Cans, its newest addition to its ready-to-drink (RTD) cocktail portfolio, beginning this February. The pre-mixed cocktail combines the flavors of ripe strawberry and kiwi with a hint of Malibu Coconut and will be available packaged in single-serve cans for outdoor and on-the-go occasions throughout the spring and summer seasons, the company says. 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 of Malibu Rum, in a statement.
To increase engagement and drive consumers in-store, Malibu will support the launch with digital media promotions, sampling events and outreach, including full integration into all Malibu social media platforms, the company says. At retail, point-of-sale (POS) materials will be utilized including shelf cards, cold-box clings, single-serve bins, can racks and dump bins to encourage trial and purchase, while off-premise sampling in key markets will drive trial and awareness of the Malibu Cans portfolio, it adds.
“Malibu Cans have been incredibly popular within the single-serve cocktail category,” Gordon added. “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 RTD cocktails are available in 200-ml cans with a suggested retail price of $9.99 for a four-pack or $2.50 for a single can.