Malibu, a brand of Pernod Ricard USA, will replace its previous Caribbean Cosmo pre-mixed cocktail with its low-calorie Malibu Caribbean Cosmo Light in July.
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.