Malibu adds Strawberry varieties to rum and RTD ranges

Pernod Ricard UK is adding a Strawberry variety to its Malibu rum and a Strawberry Daiquiri to its ready-to-drink (RTD) can range.

Malibu Strawberry (21% ABV) is available in a 70cl bottle and has an RRP of £17.19. The supplier says it will provide a strong sales opportunity throughout the summer months.

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Liam Murphy, brand director at Pernod Ricard UK, said: “Flavours have helped us recruit new shoppers into the brand as consumers continue to experiment with new flavour profiles. Strawberry spirit variants over-index with young adult shoppers and remain in high demand in the on-trade, and the launch of Malibu Strawberry will allow us to continue the flavour momentum. It’s the ultimate summer sipper – fruity, fun, and perfect for sharing with friends for that good-vibes-only feeling all year round.”

Meanwhile, Malibu Strawberry Daiquiri (5% ABV) is available in a 250ml can and carries a £2.40 RRP. It sees white rum mixed with strawberry and lime. Its launch comes as the Malibu RTD range is growing at 16.7%, more than double the premix can category’s 6.8% growth, according to Nielsen figures.

Both varieties are available to convenience retailers through Booker Wholesale, having launched in grocery through Tesco and Sainsbury’s.

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